Title Page
Abstract
Contents
Chapter 1. Introduction 12
1.1. Research Background 12
1.2. Research Objectives 15
1.3. Research Gap 16
1.4. Theoretical Contrbutions 21
1.5. Research Methods in The Dissertation 23
Chapter 2. Theoretical Background and Hypotheeses Development 26
2.1. Tourist's Perceived Value Theory 26
2.1.1. Research on Tourist's Perceived Value Concept 28
2.1.2. Dimension Research on Tourist's Perceived Value 31
2.1.3. Study on The Impact of Tourist's Perceived Value 33
2.2. Tourist's Experience Authenticity Theory 38
2.2.1. Research on The Concept of Tourist's Experience Authenticity 39
2.2.2. The Study of The Dimensions of The Tourist's Experience Authenticity 41
2.2.3. The Impact of Tourist's Experience Authenticity 48
2.3. Tourist Satisfaction Theory 52
2.3.1. Review of The Concept of Tourist Satisfaction 52
2.3.2. The Impact of Tourist Satisfaction 54
2.3.3. Evaluation Research of Tourist Satisfaction 60
2.4. Involvement Theory 63
2.4.1. Study on The Definition of Tourist Involvement 64
2.4.2. The Impact of Tourist Involvement 66
2.4.3. Measurement of Tourist Involvement 70
2.5. Authenticity in Hanzhong's 'Han and Three Kingdom' 71
2.6. Design of Hypotheses 73
2.6.1. Tourist's Experience Authenticity and Tourist Satisfaction 73
2.6.2. Mediating Role of Perceived Value 74
2.6.3. Moderating Effect of Tourist Involvement 76
Chapter 3. Methodology 79
3.1. Sample and Data Collection 79
3.1.1. Research Site -Hanzhong Historical and Aultural Tourism 79
3.1.2. Data Collection 81
3.2. Variable and Measurements 83
3.2.1. Tourist's Perceived Value 84
3.2.2. Tourist's Experience Authenticity 87
3.2.3. Tourist Satisfaction 90
3.2.4. Tourist Involvement 91
3.2.5. Demographhic Characteristics 92
Chapter 4. Results 95
4.1. Respondent Target' Profile 96
4.2. Measurement Assessment 99
4.2.1. Factor Analysis 99
4.2.2. Reliability Analysis 101
4.2.3. Validity Analysis 102
4.3. Common Method Bias Test 109
4.4. Research Model Assessment 111
4.4.1. Model Verification 111
4.4.2. Mediating Effect of Perceived Value 115
4.4.3. Moderating Effect of Tourist Involvement 116
4.5. Results and Discussion of The Survey 122
4.5.1. Tourist's Experience Authenticity on Tourist Satisfaction 122
4.5.2. Tourist's Perceived Value on Tourist Satisfaction 124
4.5.3. Tourist's Experience Authenticity on Tourist's Perceived Value 125
4.5.4. The Mediating Role of Tourist's Perceived Value 126
4.5.5. The Regulating Effect of Involvement Degree 127
Chapter 5. Conclusion 133
5.1. Summary of Research 133
5.2. Theoretical Contributions 136
5.3. Practical Implications 138
5.4. Limitations and Future Research Avenues 143
Reference 147
국문초록 169
Appendices 171
Appendix 1. Prediction Questionnaire 171
Appendix 2. Formal Questionnaire 177
Appendix 3. Perceived Value of Different Tourism 183
Appendix 4. Hanzhong Historical and Cultural Relics Protection Units 184
Appendix 5. Descriptive Analysis and Normality Test 186
Appendix 6. Results of Confirming Factor Analysis 187
Appendix 7. Results of Discriminative Validity 188
〈Table 2-2〉 Different definitions of authenticity 41
〈Table 2-3〉 Dimensional of authenticity 48
〈Table 3-1〉 Measurement of tourist's perceived value 86
〈Table 3-2〉 Measurement of tourist's experience authenticity 89
〈Table 3-3〉 Measurement of tourist satisfaction 91
〈Table 3-4〉 Measurement of tourist involvement 92
〈Table 4-1〉 The basic information of survey subject 96
〈Table 4-3〉 Results of KMO and Bartlett tests 100
〈Table 4-5〉 Cronbach's α coefficient values of the questionnaire 102
〈Table 4-6〉 Model fitting index 107
〈Table 4-7〉 Results of convergent validity 107
〈Table 4-9〉 Results of common method bias test 110
〈Table 4-10〉 Degree of model fit 112
〈Table 4-11〉 Path analysis and hypothesis testing 113
〈Table 4-12〉 The results of mediating effect 116
〈Table 4-13〉 The results of moderating effect on tourist involvement 117
〈Table 4-14〉 The slope of involvement between FV and S 119
〈Table 4-15〉 The slope of involvement between EV and S 120
〈Table 4-16〉 The slope of involvement between SV and S 121
〈Table 4-17〉 Empirical results of the study 129
〈Table 2-1〉 Perceived value of different tourism 183
〈Table 2-4〉 Hanzhong historical and cultural relics protection units (formed in the era of the Han and Three Kingdom) 184
〈Table 4-2〉 Descriptive analysis and normality test 186
〈Table 4-4〉 Results of confirming factor analysis 187
〈Table 4-8〉 Results of discriminative validity 188
[Figure 2-1] The theoretical model of this dissertation 78
[Figure 3-1] Map of Hanzhong City 79
[Figure 4-1] The travel experiences of the surveyed tourists 98
[Figure 4-2] Validation model diagram 106
[Figure 4-3] The structural equation model of this dissertation 111
[Figure 4-4] Standardized output structural equation model diagram 112
[Figure 4-5] The model of involvement between FV and S 119
[Figure 4-6] The model of involvement between EV and S 120
[Figure 4-7] The model of involvement between SV and S 121