The Historical And Cultural Theme Park Visitors Study On The Relationship Between The Perceived Value, Satisfaction And Behavioral Intention

1950s, the world’s first large-scale theme park "Disneyland" appears for the world to bring a new conceptualization of tourism form. After decades of development, this new form of tourist destinations has been accepted by many countries and developed rapidly. Into the21st century, with the continuous improvement of the level of consumption, people’s consumption idea has been fundamental change, the standardization and scale consumption concept in industrial economy times has been knocked out, replaced by experience of consumption patterns which is emphasis on personalized and emotional.Looking at the theme parks at home and abroad, most of the operating conditions are not optimistic, its main competitive strategy starting from the angle of enterprises, to stay in the enhanced product strengths and improve service quality, not elevated to the level of meeting the customer’s differentiation needs. Customer value theory proposed in the1990s brought a shift in thinking and ideas for the theme park business marketing practice. In the backdrop of the experience economy era, with the theme park competition in the market environment has become increasingly complex and intense, we must give up the original only from which analysis the theme park business conditions and strategies from the point of view of the enterprise, but should be starting from the customer point of view. We should be based on the analysis of the tourists visit feel like the environment value, service value, the brand value and so on, understand the real needs and expectations of our customers, so as to put forward some suggestions for improvement. Thus, we can improve the customer perceptive value, also is to maximize customer perceived value, and they are willing to come to play again or recommend to others, so that it can improve the competitiveness of the theme park. Therefore, from the customer value perspective analysis of the historical culture theme park market have the important meaning to guide the historical culture theme park enterprise’ management.Based on the analysis of the current situation of the development of the theme park and the existing problems in our country, the paper put forward the research’s questions and purpose, Then summarize and combed the domestic and international theme park, customer perceptive value, satisfaction and behavior intention related literature, and based on this, the paper puts forward Research idea and conceptual model. Then this paper choose the typical historical cultural theme park—Tang Paradise as research object, by way of questionnaire survey data collection, use of SPSS software further empirical analysis. In the process of empirical research, first, according to the factor analysis we found, historical culture theme park’s tourists value perception constitute by the environmental value perception, service value perception, brand value perception, culture education value perception, monetary cost perception and non-monetary cost perception six dimensions; Second, through the correlation analysis we found that, there has a positively correlated among the tourists value perception of six dimensions, satisfaction and behavior intention, and the correlation among the environmental value perception, service value perception, culture education value perception and tourist satisfaction and behavioral intention is stronger, the non-monetary cost perception’s correlation is weakest. Finally, according to research findings we give some suggestions and expected to play a certain reference for China’s historical culture theme park in a healthy and long-term development.