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A study of the effect of perceived authenticity of a Myanmar cultural heritage site on foreign tourists' visit satisfaction
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미얀마 문화유산 관광지에 대한 외래 관광객의 진정성인식이 관광만족도에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Sao Line Tai (경희대학교) Lee Tae-Hee (경희대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.32 No.8 KCI Accredited Journals
Published
2018.8
Pages
37 - 51 (15page)
DOI
10.21298/IJTHR.2018.08.32.8.37

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A study of the effect of perceived authenticity of a Myanmar cultural heritage site on foreign tourists' visit satisfaction
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Abstract· Keywords

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This study aims to examine how perceived authenticity affects foreign tourists’ satisfaction and whether the authenticity of a cultural heritage site depends on the degree of tourist interests in cultural tourism. For the empirical analysis, a questionnaire survey was conducted with foreign tourists who had visited the Bagan heritage site in Myanmar. Multiple regression analysis was conducted to examine the perceived authenticity and tourist satisfaction. The result shows that all types of authenticity (objective, constructive, and existential) had a positive effect on tourist satisfaction. This means that authenticity is one of the most important factors to enhance tourist satisfaction in cultural heritage tourism. Among all of them, existential authenticity has the least influence on tourist satisfaction. It means that it is necessary to strengthen the existential authenticity in Myanmar cultural heritage sites by providing cultural experience programs. In order to verify the difference between the degree of tourist interest in cultural heritage tourism and authenticity, a t-test was conducted. The result shows that there is a significant difference in the perceived authenticity between two groups, and the perceived authenticity of high-interest tourists is higher than that of low-interest tourists. So, the perceived authenticity of tourists depends on the degree of their interest in cultural tourism. In addition, this research also indicates that the market segmentation of tourists who visit the cultural destination is valid from a marketing strategy point of view.

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 모형
Ⅲ. 연구모형 및 분석방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
국문요약

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