关键词: 古村落, 游客感知价值, 忠诚模型

Abstract: From the residence into a tourist destination, the ancient village's evolution is inseparable from the perception and evaluation of tourists when experiencing in the ancient villages. The paper builds a conceptual model (M1) on loyalty based on the tourist perceived value and its intrinsic dimensions of ancient village, and takes Zhangguying village as an example. It was found by EFA (Exploratory Factor Analysis) that the conceptual model on tourist loyalty of ancient village consists of eight exogenous latent variables, that is the social value, emotional value, epistemic value, economic cost, non-economic costs, guide services, community services, and the resource ontology of ancient village tourism, as well as three endogenous latent variables, that is tourist perceived value, satisfaction and loyalty. After using SEM (Structural Equation Modeling), it was found that the social value, economic cost and non-economic costs have not notable influence on the loyalty in the conceptual model, and then a revised loyalty model (M2) based on the tourist perceived value and its intrinsic dimension of ancient villages was put forward through cutting out three paths and referring to MI (modified index). In the meantime, the revised model (M2) is better than the conceptual model (M1) in goodness of fit. The revised loyalty model shows that the perceived value of ancient village's tourists as a single-dimension structure indirectly impacts the loyalty formation through satisfaction, but loyalty-driven mechanism of the perceived value's inner dimensions is significantly different. The resource ontology of ancient village tourism is the most important dimension, and the social value and economic cost have not any direct or indirect influence on the tourist loyalty. It is a general tendency that the functional dimension's effect is dominant, and emotional dimension's effect is hidden. Finally, the practical significance of this research is discussed. The paper considers that we should create a good tourism environment of the ancient village, enhance tourist perception on profits, reduce loss of tourist perceived benefits, and raise tourist perceived value. Only in this way can the loyalty of tourist to the ancient village be cultivated.

Key words: ancient village, tourist perceived value, loyalty model