Tourists Dimensions Of Perceived Value And Purchase Behavior

Customer-oriented perceived value theory is of great significance to business's staying competitive, so perceived value of tourist got extensive attention by tourism enterprises and researchers increasingly. Consistent conclusion of dimension of tourist perceived value is yet too made by researchers, and the influence of dimensions of tourism perceived value on dimensions of post-purchase behavior intention is yet to be researched deep. Base on the research status, we choose this research subject.This study attempted to explore these questions: what dimensions tourist perceived value includes; how dimension of tourist perceived value influence dimensions of post-purchase behavior attention.We investigated tourists in Nanjing Tulou, 174 tourists participated in the preliminary study, and 512 tourists participated in the official study. Questionnaires in this study include questionnaire of tourist perceived value and questionnaire of post-purchase behavior attention.Exploratory factor analysis and confirmatory factor analysis were conducted in study 1, and we found tourist perceived value include emotional value, functional value, and service value, perceived cost and perceived risk of traffic. The extent of importance for tourist in turn is: functional value, emotional value, service value, perceived risk of traffic and perceived cost.Base on exiting findings and the results of correlation analysis and regression analysis, we applied the structural equation modeling (SEM) to explore the relation among emotional value, functional value, perceived risk of traffic, revisiting attention and recommend attention. The model presented goodness-of-fit indexes that were acceptable. The results indicated that perceived risk of traffic had a negative and significant influence on revisiting attention; emotional value had positive and significant influence on revisiting attention; perceived risk of traffic had negative and significant on recommend attention; both of emotional value and functional value had positive and significant on recommend attention.On the basis of above 2 studies, we discussed the findings about the relation among motional value, functional value, perceived risk of traffic, revisiting attention and recommend attention. We put forward some suggestion about how to promote revisiting and recommend frequency by enhancing tourist perceived value in Nanjing Tulou. The author analyzed the shortcomings of this research, proposed the problems that need further study.