An Empirical Study On Tourism Motivation,Perceived Value And Satisfaction

Tourism as a tertiary industry,an area and even the whole country's economy has an important role.In recent years,China's tourism industry to flourish,its contribution to China's economy has reached the world average,the Government's attention to the degree of tourism has also increased.Although the research on tourism is relatively rich,most of the thesis mainly use qualitative analysis method.With the development of empirical methods,empirical research on tourism has been developed rapidly,mainly to focus on research,Study the relationship between satisfaction and loyalty and scenic landscape,quality of service and other variables,and less influential factors on the internal factors of tourists.Based on this research background,this thesis chooses the tourism motivation as the internal influencing factors of the tourists,and studies the relationship between the three motivations of tourists' motivation,perceived value and satisfaction.The tourists will be divided into relaxation and release pressure,learning knowledge,social interaction and experience culture,leisure shopping five categories.In this paper,through the combination of network research and field investigation method to obtain first-hand information to Pingyao ancient city as a research site,the tourist 's tourism motivation,perceived value,satisfaction research.Use EXCEL,SPSS21 and other analysis tools to process data.Through the analysis of demographic characteristics,reliability and validity test,correlation analysis among variables,regression analysis and analysis of intermediate variables.The following conclusions are drawn:(1)Visitors' motivation to learn,social interaction and experience culture,leisure shopping motivation has a significant impact on perceived value.The higher the value of these tourism motives,the higher the value of tourists' perception,and the influence of learning motivation on perception has the greatest influence,and the influence of leisure shopping has the least effect on perceived value.(2)Perceived value has significant effect on satisfaction(3)Motivation has a significant positive impact on satisfaction,and the stronger the motivation of thesemotives,the higher the satisfaction of learners,and the higher the perceived value,the higher the perceived value,the higher the perceived value,(4)Perceived value has a complete mediating role in tourism motivation and satisfaction,that is,tourism motivation affects perceived value and thus affects satisfaction.Finally,it puts forward the corresponding enlightenment for the induction of tourists' motives,the improvement of perceived value and the improvement of satisfaction.