The Research On The Influence Of Tourist's Perceived Value Of Xi'an Tang Paradise

"Xi'an Year,Most China" and "Yongxingfang Bowl Wrestling Wine",a wave of short videos exploding social platforms make Xi'an become one of the most "net red" cities in the country in 2018.Accordingly,the total revenue of local tourism has increased substantially.As the northwest gateway of China and the starting point of the ancient Silk Road,Xi'an is now taking the "one belt and one road" initiative as an opportunity to gradually show the huge potential of tourism development in the region between the traditional and modern integration.The topic fermentation of Xi'an's emerging scenic spots using social platform has attracted a large number of tourists to "punch in",which make the traditional scenic spots more or less impacted.Xi'an Tang Paradise was opened in 2005,which based on the profound historical and cultural background of the thirteenth ancient capital of Xi'an.And the scenic spot has gained good economic and social benefits from its opening up to now through its advantages in theme and location.With more than ten years of publicity and development,Xi'an Tang Paradise has become a traditional tourist attraction with the same name as Bell Tower,Drum Tower,Terracotta Warriors and Horses.Faced with the impact of new scenic spots,Xi'an Tang Paradise grasps the trend of rapid development of tourism in Xi'an,which also maintains and expands its market share.With the arrival of the era of global experience economy,the market demands to change the previous concept of operating from the perspective of enterprises,but to examine the needs of customers from a new perspective.This paper will start from the perspective of tourists through the analysis of tourists' needs and feelings,which creates high-quality tourists' experience,and increases tourists' revisit rate and public praise of word-of-mouth propaganda.Based on the theory of customer perceived value,this paper summarizes the theory of customer perceived value and customer satisfaction through sorting out and summarizing the literature,and then analyses the problems in the passenger flow,product marketing and management of Xi'an Tang Paradise.Based on the literature research,the author of this article visits to Xi'an Tang Paradise and its surrounding areas in order to make the field conducted,and interviews with tourists were exchanged.On this basis,questionnaires were compiled and data were collected by means of questionnaires.In the empirical analysis,SPSS statistical software is usedfor further data analysis.Descriptive analysis and correlation analysis are also used to verify the research hypothesis,an drawn the corresponding conclusions:(1)Visitors' perceived value is positively correlated with their satisfaction,while tourists' perceived value is positively correlated with their behavioral intention,and their satisfaction is positively correlated with their behavioral intention.(2)Among the dimensions of tourists' perceived value,tourism characteristic value and cultural and educational value have a greater impact on tourists' satisfaction and behavior intention,which is in line with the tourism needs of people pursuing individuality and culture.Finally,it summarizes the research results and puts forward that the Xi'an Tang Paradise can be improved from the aspects of theme atmosphere,marketing management,service quality and tourism flow organization,which hopes to provide useful reference for improving its competitive advantage and healthy development.