This study aims to examine how perceived authenticity affects foreign tourists’ satisfaction and whether the authenticity of cultural heritage site depends on the degree of tourist interests in the cultural tourism. First of all, this study has exam... This study aims to examine how perceived authenticity affects foreign tourists’ satisfaction and whether the authenticity of cultural heritage site depends on the degree of tourist interests in the cultural tourism. First of all, this study has examined the precedent studies on cultural heritage tourism, perceived authenticity and tourist satisfaction as theoretical background through literature review. After that, a measurement tool is developed for the analysis. For the empirical analysis, a questionnaire survey was conducted with foreign tourists who had visited to Bagan heritage site in Myanmar. 313 self-completed questionnaires are collected and 293 of them are useable for the final data analysis. Multiple regression analysis was conducted to examine the perceived authenticity and tourist satisfaction. The result of the analysis shows that all types of authenticity (objective authenticity, constructive authenticity and existential authenticity) have positive effect to tourist satisfaction. Among all of them, the constructive authenticity has the biggest influence on satisfaction. In order to verify the difference between the degree of tourist interests in cultural tourism and the authenticity, cluster analysis and t-test were conducted. Firstly, the result of the cluster analysis shows that the tourists can be divided into high-interest group and low-interest group. Secondly, the t-test result shows that there is a statistically significant difference in the perceived authenticity between two groups and the perceived authenticity of high-interest tourists is higher than that of the low-interest tourists. After testing and verifying all hypotheses, the result shows that all hypotheses are accepted. This means that the authenticity is one of the most important factors to enhance the tourist satisfaction in cultural heritage tourism. Also, perceived authenticity of tourist is depending on the degree of their interest in cultural tourism. In addition, this research also tells that market segmentation for the tourists who visit the cultural destination is valid from a marketing strategic point of view. ，韩语论文网站，韩语毕业论文 |
