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《Resource Development & Market》 2017-01
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Research on Perception of Food Authenticity,Brand Image and Satisfaction in Rural Tourism——A Case Study of Yuanjiacun Village,Shanxi Province

DU Ya-wen;CHEN Zhi-gang;LIU Dan;Tourism and Environment College,Shanxi Normal University;  
This paper adopted the method of structural equation,explored the dimension of food authenticity and built the perception of food authenticity,brand image and tourist satisfaction. The results showed that: 1The perception of food authenticity could explain from food,environment and service. 2In rural tourism,food authenticity had a positive impact on brand image,brand image had a positive impact on satisfaction,the perception of food authenticity had no significant impact on tourist satisfaction,brand image had a positive impact on behavior intention,tourist satisfaction had a positive impact on tourist behavior intention. In the conclusion,on the basis of the analysis,this paper put forward the promotional policy suggestions of tourism development in rural tourism.
【Fund】: 国家自然科学基金项目(编号:41671134);; 国家旅游局青年专家培养计划项目(编号:TYETP201452)
【CateGory Index】: F592.7;F327
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