CAJ | 학술논문

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。
기우유객감지시각，선취안휘삼하고진위안례진행실지조연，구건고진여유진실성감지적평개지표체계，병실증분석각감지유도여여유자품패태도화행위의향적관계，결과표명：유객대고진여유적진실성감지가이분위건축요소감지、음식요소감지、전승문화요소감지、지방문화요소감지화유람접대요소감지5개유도，타문대유객적품패태도균유정향영향，기중，건축요소감지화음식요소감지대유객적행위의향구유직접영향，이전승문화요소감지、지방문화요소감지화유람접대요소감지간접영향유객적행위의향。
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.