A Comparative Study Of Tourists' Perceived Values From Web Texts And Field Research Sources

Since the country proposed the full implementation of the rural revitalization strategy,rural tourism has become more and more important as an important way to achieve rural revitalization.Tourists' perceived value as the basic theory affecting tourists' behavior has always been a topic worthy of discussion in the academic community.Therefore,It is of great practical significance to study the perceived value of tourists in rural tourist destinations.In addition,with the development of Internet technology,users publish and share information on the Internet has become the norm of life.Many tourists will post travel information on the Internet after the tour.Network text analysis has become a hot spot in tourism research in recent years,but the network text The data may be one-sided.Through the method of network text analysis and field research,on the one hand,the reliability of the network text data can be verified.On the other hand,the results of the two research methods may be different,and the reasons for the differences in the results are also Certain theoretical significance.This paper takes Wuyuan,a famous rural tourist destination,as an example,and uses qualitative and quantitative research methods to study the perceived value of tourists.This paper collects the network text data and the on-site questionnaire survey data separately,analyzes them,and combines the two data to obtain a relatively complete perceived value of Wuyuan visitors,and explores the differences between the two results.In addition,through on-the-spot investigation,we will understand the focus of visitors on network information,and explore the impact of reading travel notes on the perceived value of Wuyuan visitors,and hope to help Wuyuan achieve better network marketing results.After research,the following conclusions are drawn:(1)The tourists of the two research methods are consistent in behavioral characteristics;(2)the tourist's perceived value of Wuyuan is from experience value and rural characteristics.(Village sense),management service value,emotional value,social value,brand value,cost value are composed of 7 dimensions;(3)The two research methods tend to be consistent with the evaluation of Wuyuan's visitors' perceived value.Visitors have lower evaluation of experience value and management service value.In addition,the perceived value of online text is higher than questionnaire survey,and only the value of management service is lower than that of questionnaire survey.(4)The reason for the difference is mainly the group of travel writing people.Characteristics,limitations of the two research methods,authenticity of the network travel sample,etc.;(5)Whether reading travel notes have an impact on the perceived value of tourists,mainly reflected in brand value and experience value;cost value and brand of tourists' perceived value The three dimensions of value and social value have an impact on whether or not to write a travel note;Reading travel a direct impact on whether or willing to travel writing.