节庆体育文化原真性对游客行为意向的影响——以“两江两村”为例

The Influence of Cultural Authenticity of Festival Sports on Tourists’ Behavior Intention—Taking “Two Rivers and Two Villages” as an Example

摘要: 原真性理论常常运用在旅游研究中，却很少在节庆体育文化旅游情景中运用，更不用说在少数民族地区的节庆体育文化节中被探讨。本文从“两江两村”与游客的角度出发，运用文献资料、访谈等方法，对游客的旅游意向进行了实证分析。结果表明，旅游者对于节庆运动文化的原真性持积极的态度。节庆体育文化原真性强会影响游客行为意向；“两江两村”在保持节庆体育的原真性上增强策略。

Abstract: The theory of authenticity is often used in tourism research, but it is rarely used in festivals, sports and cultural tourism scenes, let alone in festivals, sports and cultural festivals in ethnic minority areas. From the perspective of “two rivers and two villages” and tourists, this paper makes an empirical analysis of tourists’ travel intentions by using the methods of literature and interviews. The results show that tourists have a positive attitude towards the authenticity of festival sports culture. The strong authenticity of festival sports culture will affect tourists' behavior intention; “Two Rivers and Two Villages” strengthens the strategy in maintaining the authenticity of festival sports.