농촌관광에서 진정성이 관광만족과 장소애착에 미치는 영향 - 중국 사천성 잔기마을을 중심으로 -

초록

How do tourists perceive authenticity in rural tourism? This study explored the authenticity perceived by tourists visiting rural villages and investigated the structural relationships between authenticity perceived by tourists visiting rural villages, tourist satisfaction, and place attachment. This study also examined the mediating effect of tourist satisfaction in the relationship between authenticity and place attachment. Based on the theoretical literature review, authenticity in rural tourism was derived in two dimensions: object-related authenticity(perceived authenticity) and activity-related authenticity (existential authenticity). In addition, based on previous studies, a causal relationship hypothesis between authenticity, tourist satisfaction, and place attachment was proposed. From June 20 to 28, 2020, a field survey was conducted on tourists who visited Zhanqi Village in Sichuan Province, China. Through descriptive statistics analysis, factor analysis, correlation analysis, and structural equation analysis for the final 368 samples, it was found that authenticity in rural tourism, tourist satisfaction, and place attachment have a significant causal relationship, and tourist satisfaction was found to have a significant mediating effect. Based on the results of this study, an authenticity model was developed to expand the theory about rural tourism. In addition, effective policies, experiential marketing strategies, and implications for the continuous development of rural tourism were presented.

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