古镇旅游真实性感知对游客行为意向影响研究——以安徽三河古镇为例

Influence of Tourism Authenticity Perception of Ancient Town on Tourists' Behavioral Intention:A Case of Sanhe Ancient Town in Anhui Province

基于游客感知视角,选取安徽三河古镇为案例进行实地调研,构建古镇旅游真实性感知的评价指标体系,并实证分析各感知维度与旅游者品牌态度和行为意向的关系,结果表明:游客对古镇旅游的真实性感知可以分为建筑要素感知、饮食要素感知、传承文化要素感知、地方文化要素感知和游览接待要素感知5个维度,它们对游客的品牌态度均有正向影响,其中,建筑要素感知和饮食要素感知对游客的行为意向具有直接影响,而传承文化要素感知、地方文化要素感知和游览接待要素感知间接影响游客的行为意向。

From the perspective of tourist perception, this paper investigates Sanhe ancient town in An- hui province to construct an authenticity perception evaluation index system of ancient town tourism and makes empirical analysis of relationship between perception dimension, tourists＇ brand attitude and behavior- al intention. Conclusions are drawn as the following： Tourists＇ perception of ancient town tourism authentic- ity can be divided into 5 dimensions： architectural elements perception, diet elements perception, cultural inheritance elements perception, local cultural elements perception and visit reception elements perception. Five factors all have positive effect on tourists＇ brand attitude. Architectural elements perception and diet el- ements perception have direct effect on tourists＇ behavioral intention, while cultural inheritance elements per- ception, local cultural elements perception and visit reception elements perception do not directly affect their behavioral intention.