The characteristics of tourists’ perception of authenticity in Zhejiang traditional villages and their effects on the construction of tourism service spaces

Tourists’ authenticity, helping to increase the tourists’ satisfaction, revisiting rate and tourism expenses, promotes tourism development of traditional villages. And the construction of tourism service space has a vital impact on the tourists’ authenticity. This study explores the potential effects of tourism service space to the tourists’ constructive authenticity based on the investigation of seven case villages in Zhejiang province. The conclusions are as follows: 1. Three types of tourists, the Enthusiasts of ancient village, the Ordinary tourists and the Authenticity seekers, are identified. The Authenticity seekers contain the largest number of tourists, indicating the enthusiasm for tourists to explore the authentic features of traditional villages; 2. A hierarchical construction menu was developed, which contains the Basic Construction Elements, the Extended Construction Elements, and the Inefficient Construction Elements; 3. Multi-culture exhibitions and basic commercial functions (accommodation, meal and retail) should be promoted, while other modern commercial function might be restricted. Special design techniques, such as traditional construction technique in new buildings, etc. could be promoted for higher quality. Tourism destination type of traditional village could be added into the current regulation for practical guidance.