Study On Spa Tourism, Experience, Value And Post-purchasing Behavior

Spa tourism as one of the oldest resort ways in the world,which still highly favored by people,the competition in tourism market is enlarged day by day. Especially in China, hot spring tourism product has been lack of individuality long time, the problem of homogeneity is outstanding, hot spring culture not be fully digged. Therefore, well-designed experience, to improve the visitor's experience quality and value ,to form positive purchase behavior become a valuable research topic.The study treats the visitors of hot springs in Dalian ,through a sample survey questionnaire, and use single-factor analysis of variance, factor analysis, correlation analysis statistical methods to analyse, The purpose is to explore the relations among decision-making behavior of hot-spring tourist, tourism experience and post-purchasing behavior.The results showed: (1) Spa tourists making the most attention to the environmental health spa, water quality, water temperature, service quality, price and other factors, (2) Spa tourism experience can be divided into four dimensions,"relaxed pleasure","perceived health","interaction","meditative thinking", the Bath times existence significantly different in the"relaxed pleasure","perceived health","meditative thinking"dimension, (3) After the hot springs tourist value,the hedonic value is greater than the utilitarian value, and the positive recommendation as a priority in hot springs; (4)Tourism experience and customer value,post-purchasing behavior showed significant positive correlation.This research suggests that hot spring industry, can strengthen the environment design, strict monitoring of water quality, reasonable price ,based on decision-making behavior of visitors to design different activities,and paying attention to the planning experience activities to strengthen tourists post-purchasing behavior intention, in order to improve the aspects such as tourists for different experience forms of experience, reinforces the tourists revisit rates after bathing.