古村落旅游真实性感知的指标构建及评价——基于皖南古村落的实证数据

CONSTRUCTION OF THE INDICATORS OF AUTHENTICITY PERCEPTION IN ANCIENT VILLAGE AND EVALUATION——Based on the Empirical Data of Ancient Villages in Southern Anhui

旅游真实性已成为学者们讨论和研究的热点,但国内很少有学者涉及古村落真实性相关问题的研究。本研究在文献回顾和皖南古村落实证调研的基础上,从广义文化的角度建构古村落真实性原始指标。利用SPSS16.0和Lisrel8.7进行探索性和验证性因子分析,在真实性文献和古村落特征阐释的基础上,将古村落真实性指标归纳为原真性、建构真实性、超真实性和主体本真性四类真实性维度。最后从明确古村落原真性的主体地位,多途径设计和开发真实性资源要素等角度提出建议。

Tourism authenticity has become the hot topic in tourism scholars＇ discussion and academic research,but only few domestic scholars have done the research on the authenticity of the ancient village.The ancient village is the original form of human gathering,production,reproduction,and life.So this paper aims to develop and validate the tourist-based authenticity perception scale.First,this paper describes the characteristics of the ancient village from the prospective of broad culture,and discusses the relationship between its culture and authenticity.Second,on the basis of some authenticity literature review and some empirical research on several ancient villages in southern Anhui,this paper defines the tourist-based tourism authenticity,and establishes the raw evaluation indicators of tourism authenticity perception from the perspective of material,system,behavior,and attitude culture.Third,we delete the invalid items with the help of tourism experts and scholars.Fourth,through the further exploratory factor analysis and confirmatory factor analysis by the software Lisrel8.7,this paper classifies tourism authenticity into four categories.And it is identified that the scale to measure the authenticity perception of ancient village is reliable and valid.Furthermore,some previous research suggests that authenticity depends on tourist subject and/or tourism object,and there have been some definitions of authenticity.Finally,this paper discusses theoretical and practical implications of the study in order to help the ancient villages to enhance their key competitiveness,such as developing and validating the authenticity perception scale which could contribute to the further study,looking into the authenticity indicators in depth,clearing the dominant status of the originality,designing and developing the authentic tourism resources depending on the authenticity classification through multi-channels.