Study On The Impact Of Tourism Involvement And Perceived Value On Satisfaction

With the continuous improvement of living standards,people’s consumption needs have been upgraded and increased,and high-quality travel experience has become a new way for people to pursue a better life.As an important carrier of cultural and tourism industry integration,historical and cultural scenic spots contain profound cultural deposits,carry the history of human civilization development,and more,they are the cultural memory and emotional support of the country and the nation.Therefore,people choose to approach the historical and cultural heritage,hoping to experience the charm of traditional culture and enjoy the high-level spiritual experience brought by culture.However,at present,the product development and operation management of historical and cultural scenic spots often ignore the spiritual needs of tourists that is reflected in the lack of cultural interpretation to the appetite of tourists,the lack of refinement of operation and management,and the low sense of access of tourists,which results in a low level of satisfaction.Therefore,from the perspective of tourists themselves,understanding tourists’ inner needs and exploring the main factors affecting tourists’satisfaction with historical and cultural scenic spots are not only the key to the revitalization of historical and cultural scenic spots,but also one of the important ways to solve major social conflicts.Based on the above background,this paper introduces the theory of involvement and the theory of perceived value,and tries to find a new way to improve the satisfaction of tourists in historical and cultural scenic spots by investigating the degree of tourists’involvement in historical and cultural scenic spots and their perceived value.This study firstly sorts out relevant domestic and foreign literature,proposes the hypothesis of the relationship among tourism involvement,perceived value and satisfaction,and constructs the theoretical model of tourism involvement,perceived value and satisfaction.On the basis of previous studies,this paper designs a questionnaire on tourism involvement,perceived value and satisfaction of historical and cultural scenic spots,and conducts a survey on Beijing Palace,Qinshihuang Army and Horses,and Museum Huanghe Tower,by combining offline and online methods.Then through SPSS,this paper analyzes the overall level and difference of tourists’ involvement,perceived value and satisfaction degree in historical and cultural scenic spots,and uses AMOS to verify the research hypothesis and theoretical model.After analysis,the following conclusions are obtained:(1)From the overall level,the involvement,value perception and satisfaction of tourists to historical and cultural scenic spots are on the upper middle level.The average value of tourism involvement is 3.51,the average value of perceived value is 3.53,and the average value of overall satisfaction is 3.89.From the perspective of difference analysis,in historical and cultural scenic spots,there are differences in the motivation of tourism involvement;Tourists with different educational background and monthly income levels have different perceived values of historical and cultural scenic spots;Tourists with different educational background have different degree of satisfaction;There are also significant differences in tourism involvement,perceived value and satisfaction among the three cases.(2)Tourism involvement not only has a direct positive impact on satisfaction,but also has an indirect impact on satisfaction through perceived value.In historical and cultural scenic spots,tourist attraction,centrality and self-expression all have a direct positive impact on satisfaction,and the path coefficients are 0.14,0.15 and 0.14 respectively.At the same time,the involvement of tourism in each dimension will indirectly affect satisfaction through different dimensions of perceived value.Among them,attraction can indirectly affect satisfaction through two dimensions of perceived value:emotional value and cost perception.Centrality can indirectly affect satisfaction through the emotional value dimension of perceived value.Self-expression can indirectly affect satisfaction through three dimensions:functional value,emotional value and cost perception.(3)Each dimension of perceived value has different degrees of positive influence on satisfaction,among which emotional value has the most significant influence on satisfaction,and the relationship path coefficient between them is 0.35.Secondly,the path coefficient of the relationship between cost perception and satisfaction is 0.25.Relatively speaking,functional value has a small impact on satisfaction,and the path coefficient of its impact on satisfaction is 0.15.(4)Emotional value and cost perception,which are significantly affected by tourism involvement,are the main factors affecting tourist satisfaction.Therefore,historical and cultural scenic spots should do the following to improve the satisfaction of tourists:Improve the degree of tourist involvement;Meet the emotional value needs of tourists;And improve the cost value perception of tourists..