In The Western Cultural Heritage Tourism Value Of Cognitive Difference Study

Content: As one of culture consumer behavior, culture heritage tourism should link with cognitive value strongly and involve an interaction between object and subject. However, object-oriented research dominated this filed in domestic research, which stressed on possessive resources and theoretic supply of culture heritage itself much more, so the discussion from subject-oriented view isn't prosperous and lacks tourist-regard. Accordingly it is absence of cognitive comparison among subjects, whose relativistic preference experience on the various dimensions and on the phrase when the evaluation occurs, and even now these research topics are not more in oversee.Utilizing many theories involved costumer value, costumer behavior, cognitive psychology, cross-cultural communication, combining theory with demonstration, Unstructured Methodology and SEM(Structural equation modeling) based on questionnaire, extending the viewpoint from cultural background and behavioral appearance supplied time sequence(before and after travel) and space sequence(Chinese and Western cultural background), this study illustrates the cognitive value difference for Chinese culture heritage tourism between Chinese and Western tourists on dynamic horizon, constructs measured model and assessment index system oriented tourist's cognitive value in order to differ from the traditional objective valuation which focuses on cultural relic value or social and cultural value. Specially, this study recognized and revalued the value for Chinese culture heritage tourism from the personal experience, explored the detailed difference and analyzed the cause, provided the theatrical foundation and administrant delighting for managers or operators in value creating and transferring activities.(1) Involving research backgrounds, research meaning and theoretical foundation, and proposing the aim, subject, content, technique, methodology.(2) An effort is made to find the cut-in point according to the correlative studies, including reviewing, evaluating and commenting previous research about culture heritage tourism and costumer value.(3) The conceptual model is established and the study hypothesis is presented. Correspondingly, the demonstration analysis on case of foreign and domestic tourists of several typical heritage sites in Xi'an is conducted, after the interview studying and succeeding scales compiling and revising, the samples' information and data are collected and dealt with by statistic software (SPSS, AMOS), then gaining the measure scale for the value of culture heritage tourism and index system and testing the primary model and hypothesis via SEM. (4) Using the above model to the cognitive value difference between Chinese and Western tourists, this study discusses the difference among inter-dimensions and the affected different degree of customer value to behavior intention.(5) Tracing to the deep cause of difference and giving heritage protecting and utilizing suggestions in terms of model and conclusion.(6) Summing up the whole thesis and points out innovation and deficiency, in addition to it indicate the further studying directions.It makes the following conclusions:(1) Value of culture heritage tourism is consisted of six dimensions: Efficiency, Quality, Cost, Service, Social value and Play. Thereinto, values of consequences level (Play and Social value) have higher correlation to it than values of attributes level (Efficiency, Quality, Cost, Service).(2)Except for Efficiency, the others dimensions have direct effect on tourist satisfaction. Tourist loyalty is not significant directly affected by all dimensions, but Play and Social value can be able to do positive influence on it indirectly via tourist satisfaction, as opposite to Cost. In addition, Play and Social value have higher correlation to tourist satisfaction and tourist loyalty than others.(3) To Quality, there is no significant difference between Chinese and western tourists; To Efficiency, Chinese expected value is higher than western while there is no significant difference in perceived value after purchase; To Service, they have significant difference in the phase of purchase-before but not in purchase-after; To Cost, there exists significant difference whenever before o(?) after purchase; To Social value, Chinese are different to western in expected value but not in perceived value; To Play, they have no different.(4) To the cognitive difference of value dimensions to satisfaction, excepted for the path from Play to satisfaction, the others have significant difference.