Research On The Perceived Value Of Chinese Medicine-themed Farm Plant Landscape Visitors

In recent years,traditional Chinese medicine tourism,as a new type of tourism industry,has emerged at the historic moment.It is not only a concrete manifestation of the expansion of thematic tourism industry chain,but also an interactive platform for the inheritance and development of traditional Chinese medicine culture and the realization of diversified needs of tourists.Hunan Chinese medicine theme farm as an important part of traditional Chinese medicine health tourism industry,its construction has distinct era meaning different areas of the scholars in hunan tourist area landscape design direction of traditional Chinese medicine has conducted a multifaceted research,however,special research in the direction of the plant landscape is vacant,based on the potential demand of the tourists and plant landscape research that perceived value is impossible,therefore,from the perspective of tourists,the discussion subject of traditional Chinese medicine farm plant landscape should be delivered to the tourists and deliver value to create tourist satisfaction of plant landscape environment,now become the important subject to study.Based on hunan Chinese medicine theme farm tourists perceived value as the research center of gravity,the plant landscape of the on-site visit questionnaire and summarizing method.the tourists on plant landscape perception of tourists perceived value dimension and measure factor and plant landscape construction of the principal component factor and scale on the basis of multidimensional consumption value to customers before the theory of customer value to the driving factors and environmental psychology theory as the support,build the hunan Chinese medicine theme tourists perceived value evaluation system,the plant landscape of farms and to han yuan medicine farm undergrowth shennong herbs farms and guiyang pond tiger hill medicinal herbs farm practice verification,the scientific effectiveness of the evaluation system is verified,and it provides guidance for local tourists to build a high sense of value identity in the future.The main research contents of this paper are as follows:(1)Tourists identity of hunan Chinese medicine theme farm to plant landscape tourist perceived value measurement factor to explore in a large number of literature and the sorting out the tourists’ perceived value is the source of the causal relationship between perception and,on the basis of combining hunan Chinese medicine theme farm plant landscape status and plant landscape of the predecessors’ research visitors perception model,the specific design on the visitors of hunan Chinese medicine theme farm plant landscape seven perception survey questionnaire investigation,comprehensive sensory perception time perception of space perception,keep health aware of regional culture atmosphere Frequency statistics and analysis results of the questionnaire data from seven aspects of perception of environmental risk,and preliminary extraction of 20 measurement factors of perceived value of hunan TCM theme farm plant landscape recognized by tourists.(2)To build the plant landscape of hunan Chinese medicine theme farm tourists perceived value evaluation system will first preliminary extraction of 20 tourists perceived value measurement factors as evaluation index,its important degree by tourists score as the analysis of numerical variables through the reliability and validity test,using the principal component analysis to 20 metric factor extraction of 7 archduke factor,seven common factor after maximum variance method of orthogonal rotation was named integration for seven types of tourists perceived value: the aesthetic value of characteristic landscape attractive value function value,keep health value of traditional Chinese medicine regional humanities atmosphere value quality of service value and environmental value Then,seven categories of tourists’ perceived values were taken as independent variables,and the degree of plant landscape development as dependent variables.After the spearman grade-correlation coefficient test and stepwise regression test,the value of service quality and its two measurement indexes were removed after failing the test.After screening the optimized finally identified 6 types of tourists perceived value: the aesthetic value of characteristic landscape attractive value function value of traditional Chinese medicine health care value regional humanities value and environment value,and 18 tourists perceived value measurement factors finally through Delphi expert scoring and analytic hierarchy process(ahp)to determine the tourists perceived value and its measurement factor weight coefficient,the regional humanities value and the function value,keep health value of the weight value of traditional Chinese medicine in the top three,farm plant landscape construction in hunan Chinese medicine topic ascend a significant positive correlation.(3)Verify the feasibility of the evaluation system in the plant landscape of hunan Chinese medicine theme farm tourists perceived value evaluation system as the foundation,to han yuan medicine farm undergrowth shennong Chinese farms and guiyang pond tiger hill medicinal farms as the empirical sample,to 6 kinds of plant landscape tourist perceived value the actual performance of qualitative analysis and quantitative research tourist satisfaction score is calculated Analysis results show that the tourists’ satisfaction of han yuan medicine farm near is better,to guiyang pond tiger hill medicinal farms is generally better,undergrowth of shennong Chinese farm is generally poor,the tourist satisfaction score results consistent with field investigation results,proved in this paper,the plant landscape of hunan TCM theme of building the farm tourists perceived value evaluation system is scientific and feasible.(4)Importance to tourists perceived value means and practical expressive mean of IPA analysis,to the comprehensive analysis of the advantages of hunan Chinese medicine theme farm plant landscape construction must improve and possible development gap,or waste of resources and then puts forward the plant landscape construction policy Suggestions:function value first,build the plant body and mind to meet space;Regional humanistic value soul,promote local traditional Chinese medicine culture;Health care value of traditional Chinese medicine points,the use of traditional Chinese medicine plants health effects;Unique landscape attraction value focus,stimulate the vitality of visitors;Aesthetic value parallel,to create clear season can be appreciated plant landscape;The value of environmental atmosphere plays a key role in creating a harmonious and rhythmic plant landscape atmosphere.