The Impact Of Perceived Value Of Tourists On Post Travel Behavior Intention

Based on the sample survey data of tourists,this paper uses analytical tools to study the relationship between tourists'perceived value and their post-tour behavioral intention,and explores the relationship between the internal variables of tourists' perceived value and their post-tour behavioral intention.This paper is divided into seven parts.The first part is the introduction,which elaborates the background and significance of this study,the research status at home and abroad,the research purpose and significance,research methods and contents.This paper analyses tourists'behavioral intention from the perspective of tourists' perceived value.On the one hand,it expands the new perspective of tourists'perceived value.On the other hand,the paper measures and analyses tourists' perceived value from multiple dimensions,and expands the research on the measurement system of perceived value.Through the multi-dimensional study of tourists'perceived value,we can further improve the development of tourism and provide some reference for managers.The second chapter is about the concepts and basic theories,including the summary of the relevant theories of perceived value,the theory of post-swimming behavior intention and the analysis of the impact of perceived value on post-swimming behavior intention.Visitors'perceived value is the evaluation of the utility of tourist products or services after subtracting the perceived benefits(perceived benefits)and the costs(perceived costs)they pay to obtain the tourist products or services of the scenic spot.Chapter three is the research model and hypothesis of this paper.It puts forward the hypothesis of the relationship between perceived value of tourists and post-tour behavior intention,and constructs the model of the impact of perceived value of tourists on post-tour behavior intention.Based on the previous research results,this paper makes a detailed analysis of the impact of tourists'perceived value on post-tour behavior from three aspects:tourists' willingness to revisit,tourists'willingness to recommend and their willingness to actively publicize.Based on the previous research results,24 hypotheses are proposed.Chapter four is the research design,which mainly chooses the research variables and elaborates on how to design the questionnaire.Visitors'perceived value is the overall evaluation of the effectiveness of tourist products or services after adding the perceived benefits(perceived benefits)and the costs(perceived costs)they pay to obtain the tourist products or services of the scenic spot.Behavior intention after a tour refers to the tourists'behavior intention or intention after a tour is completed according to their subjective judgment.The subjects selected for the survey were tourists around several hot spots,exits and nearby bus and subway stations in Beijing.The survey was conducted by non-random sampling method using Wechat and field questionnaires.After confirming the formal questionnaire,we selected the surrounding hot spots,exits and nearby bus and subway stations as the survey sites,and randomly distributed 100 questionnaires to the past tourists.In October 2016,April 2017 and August 2017,100 questionnaires were sent out,totaling 300.277 questionnaires were collected with a recovery rate of 92%.With the help of EXCEL and SPSS22.0 software tools,this paper uses descriptive statistical analysis,correlation analysis and regression analysis to analyze the collected data.The fifth chapter is the data analysis.It mainly introduces the descriptive statistics of the indicators of tourists' perceived value and post-tour behavioral intention,and uses the methods of correlation analysis and regression analysis to analyze the relationship between tourists'perceived value and post-tour behavioral intention.We can use the popular SPSS software to analyze the reliability of the questionnaire,so that we can judge whether a questionnaire is stable and reliable.KMO is the appropriate number of Kaiser-Meyer-Olkin samples.The higher the value of KMO measure(approaching 1.0),the more common factors among variables.Factor analysis is suitable for research data.Aggregation validity measures the degree of correlation between different measurement tools of the same concept.Average extraction variance indicates how many variances can be explained by each dimension of the sample.It is a measure of aggregation validity.If AVE exceeds 0.50,it indicates that the concept has sufficient aggregation validity.The average extraction variance of this study is shown in Table 5.3.AVE values of all dimensions are greater than 0.5,which shows that the samples have good aggregation validity.Using EXCEL tool,descriptive statistical analysis was made on the demographic data of the respondents.Chapter 6 is the conclusion and management suggestions.This paper studies the impact of tourists'perceived value on their post-tour behavior intention through theoretical analysis and investigation,and further summarizes the conclusions of the study and puts forward corresponding countermeasures and suggestions.This paper first summarizes the relevant research at home and abroad,and then puts forward the research methods and contents of this paper.It concludes that tourists'perceived value can affect their post-tour behavioral intention.Secondly,this paper defines the intrinsic value of perceived value and post-tour behavioral intention.Tourists' perceived value is first defined by customers'perceived value.Growing up,through the definition of customer perceived value and tourists perceived value,and summarized the relevant measurement methods of perceived value,after the theoretical elaboration of tourists' post-tour behavior intention,further elaborated the impact of tourists perceived value on post-tour action intention.Thirdly,this paper constructs a theoretical model of tourists'perceived value and their post-tour action intention based on the theoretical model,puts forward relevant research hypothesis,and makes an investigation and test.This paper chooses tourists as the research sample.Firstly,it designs the relevant indicators,sets up questionnaires according to relevant theories and previous studies,and finally carries out an empirical test using statistical tools.The final results show that tourists'perceived value has an important impact on post-tour behavioral intention.According to the research hypothesis above,the paper puts forward some policy suggestions.Chapter 7 is the shortcomings and prospects.Through the above research,we find the shortcomings and make more achievements in the future research.We hope that in the future research,we can continue the research ideas,expand the sampling area,expand the research boundary,formulate a more comprehensive measurement index system,and strive for more rigorous research results.At the same time,we hope that our final research results can be used in tourism management to improve the revenue of tourism enterprises.The results show that tourists' perceived value and the next dimension have significant effects on tourists' post-tour behavior intention.Finally,according to the different influence of each dimension,some suggestions are put forward for tourism enterprises or scenic area managers.From the difference of different tourist groups,there are significant differences in perceived value of service and perceived value of experience among tourists of different ages,and there are significant differences in perceived value of service among different income groups.According to the characteristics of different groups,it is suggested that the managers of scenic spots should consider differentiated marketing strategies mainly in terms of tourism products,tourism services and tourism image.