Title Page
Abstract
Contents
Ⅰ. Introduction 12
1.1. Research Background 12
1.2. Problem Statement 14
1.3. Research Objectives 17
1.4. Research Methodology 18
1.5. Research Flowchart 20
Ⅱ. Literature Review 21
2.1. Culture Heritage and Cultural Tourism 21
2.1.1. Cultural heritage 21
2.1.2. Cultural tourism 24
2.2. Ancient cities in China as World Cultural Heritage Sites (WCHS) 26
2.2.1. Old town of Lijiang 28
2.2.2. Ancient city of Pingyao 32
2.3. Authenticity 38
2.3.1. Object-based authenticity 42
2.3.2. Existential authenticity 43
2.3.3. Authenticity in other fields of studies 44
2.4. Cultural Motivation 46
2.5. Loyalty 49
2.6. Commercialization Problems 50
Ⅲ. Methodology 54
3.1. Research Model 54
3.2. Research Hypotheses 55
3.3. Research Questionnaire Design 59
3.4. Pilot Test 62
Ⅳ. Results 67
4.1. Demographic Information 67
4.2. Measurement Model Evaluation 72
4.2.1. Model Fit 73
4.2.2. Reliability and Validity 74
4.3. Structural Model Measurement 77
4.3.1. Hypothesis Results 79
4.3.2. Testing the Moderating Effect 80
4.4. Testing the Differences for The Two Study Sites (MGA) 82
4.5. The t-test Results of Means Comparisons of Two Cities 85
Ⅴ. Discussion 91
5.1. Results Discussion 91
5.2. Research Objectives Fulfillments 97
Ⅵ. Conclusion 100
6.1. Main Findings 100
6.2. Implications 103
6.2.1. Theoretical implications 103
6.2.2. Practical implications 104
6.2.3. Social implications 104
6.3. Limitations 104
6.4. Future Research 105
References 108
개요 128
Appendix 130
Table 1. World Cultural Heritage Sites in China 22
Table 2. The Well Preserved Four Ancient Cities in China 27
Table 3. Definitions of Authenticity From Previous Studies 41
Table 4. Authenticity in Other Fields of Studies 44
Table 5. Definitions of Cultural Motivation from Previous Studies 48
Table 6. Operational Definition and Question Items of Variables 60
Table 7. Sample Characteristics (Pilot test) 63
Table 8. Respondents' Travel Behaviors (Pilot test) 64
Table 9. Reliability and Validity Test Results (Pilot test) 65
Table 10. Sample Characteristics (n=624) 69
Table 11. Respondents' Travel Behaviors (n=624) 72
Table 12. Model Fit 74
Table 13. Reliability and Validity Test Results 76
Table 14. Discriminant Validity Constructs 77
Table 15. Path Coefficient 78
Table 16. Hypothesis Results 79
Table 17. Moderating Results of Travel Purpose 81
Table 18. Results of Invariance Measurement Testing using Permutation-Step One & Two 83
Table 19. Results of Invariance Measurement Testing using Permutation-Step Three 84
Table 20. Results of Multigroup Analysis (MGA) between Two Cities (Lijiang-Pingyao) 85
Table 21. Skewness and Kurtosis of Two Cities 87
Table 22. Independent Samples T-test Results 88
Table 23. Comparisons of Means Across Locations (t-test) 89
Figure 1. Research Flowchart 20
Figure 2. The Reason of Study Sites Selection 27
Figure 3. Cultural-Authenticity Model 55
Figure 4. The Structural Model 78
Figure 5. The Measurement Invariance of Composite Models (MICOM) Procedure 83