Study On The Influence Of Commercialization Of Chengdu’s Famous Historical And Cultural Towns On Authenticity And Locality

The influence of commercialization of cultural tourism destinations on cultural authenticity and locality has attracted much attention for many years.Many researchers hope to find a balance between commercialization and the revival of traditional culture.Under the background of commercialization,the historical and cultural towns in Chengdu area have the same tourist flow over the years as the famous towns in the South of the Yangtze River,but their national influence seems to be far less than the latter.Based on this,this paper adopts SOR(stimulusorganic-response)theoretical model and authenticity theory,and uses literature analysis method,field research,questionnaire survey method and statistical analysis method as the research method on the basis of referring to relevant domestic and foreign studies.Tourists’commercialization perception is regarded as the stimulus factor(the antecedent variable),tourists’ authenticity experience is regarded as a response of the body(the mediator variable),and tourists’ identity of locality is regarded as a response of behavior and attitude(the outcome variable),and a structural equation model of the influence of commercialization perception,authenticity experience and local identity is constructed.According to the field investigation of Chengdu famous historical and cultural towns,the maturity scale developed by scholars and the actual situation of case sites,the measurement dimensions and indicators are determined.Then,the data are collected by questionnaire survey method.Next,the reliability and validity analysis,path hypothesis test and mediation effect test are carried out.This study found these:(1)The direct influence:①The perception of over-development of commercial space has a significant negative impact on the experience of objective authenticity and existential authenticity,and has a significant positive impact on the identity of humanistic uniqueness;②The perception of business management in the commercialized perception scale has a significant positive impact on the objective authenticity experience;③The perception of cultural environment has a significant positive impact on the objective and existential authenticity experience;④Objective authenticity experience has a significant positive effect on the emotional internalization identification;⑤The existence of authenticity experience has a significant positive impact on the humanistic uniqueness and the emotional internalization identification.(2)The mediation effect:①Objective authenticity experience plays a part of mediating role between the over-perception of commercial space and the identity of local uniqueness.It plays a completely mediating role between spatial over-perception and emotional internalization identification;②Authenticity experience plays a complete mediating role between cultural environment perception and cultural uniqueness identification;③Objective authenticity experience and existential authenticity experience play the double complete mediating roles between management perception and identity of humanistic uniqueness,between management perception and emotional internalization identification,and between cultural environment perception and emotional internalization identity.Finally,the paper puts forward some suggestions on commercial development and management of famous historical and cultural towns in Chengdu.