Research On The Effect Of Perceived Value Of Red Tourism Cultural And Creative Products On Repurchase Intention Of Tourists

In recent years,the vigorous development of China’s red tourism has driven the rapid development of the red tourism cultural and creative industry.However,judging from the current operation and management of the red tourism cultural and creative industry,it still faces many challenges.For example,the series of cultural and creative products developed by Red Tourism still have problems such as single expression and unclear connotation,which have an impact on the sales volume and repeat purchase rate of red cultural and creative products,indicating that they have not been recognized by customers to a certain extent.Therefore,how to develop excellent red cultural and creative products that can be accepted by tourists and can encourage tourists to buy again,buy first,or recommend to buy is an urgent problem for tourist attractions.From the perspective of tourists’ perceived value,this paper discusses the influencing factors of the perceived value of red tourism cultural and creative products,deeply studies the influencing mechanism of red tourism cultural and creative products’ repurchase intention,and provides strong guidance for the marketing management of red tourism cultural and creative products.and practical aspects have important value and significance.This paper sorts out the relevant literature on red tourism cultural and creative products,their perceived value and repurchase willingness.Based on the analysis of the relevant marketing management theories and the actual situation of red tourism cultural and creative products,it divides the perceived value dimension of red cultural and creative products,and constructs the theoretical model of the perceived value of red cultural and creative products on repurchase intention.Firstly,this paper divides tourists’ perceived value(the comparison between tourists’perceived gains and losses)into 6 dimensions:spiritual,educational,innovative,functional,emotional and economic value,taking perceived value as an independent variable and repurchase intention as a dependent variable,tourist satisfaction(that is,tourists’ satisfaction with the product)as a mediator variable,shopping scene as a moderator variable,to build a theoretical model of the impact of the red cultural and creative product perceived value on repurchase intention,and put forward 29 research hypotheses.Afterwards,439 questionnaires were distributed.Later,after distributing a certain number of questionnaires and completing data collection,SPSS software was being used to test the previous research hypotheses,and finally,the research conclusions were drawn:First,the spirit,innovation,function,and emotional value have a positive effect on tourists’ satisfaction and repurchase intention.Economic value has a negative impact on tourist satisfaction and repurchase intention;educational value has no significant effect on tourist satisfaction and repurchase intention;Second,tourist satisfaction has a positive impact on repurchase intention,and the difference between perceived value and repurchase intention is positive.Repurchase intention plays an intermediary role;Third,the shopping scene plays a moderating role in perceived value and tourist satisfaction.Finally,according to the actual research results,this study puts forward solutions and relevant suggestions for the development of red tourism cultural and creative products in our country:dig deep into the connotation of red culture,enhance the inheritance of the spiritual power of red cultural creativity;pay attention to both aesthetics and practicality,and provide cultural and creative value-added services,upgrading red cultural and creative products to promote the branding of red cultural and creative designs;focusing on the creation of "interactive" cultural and creative products to stimulate emotional resonance among tourists;meet tourists’ needs and preferences,and appropriately adjust the price of red cultural and creative products;highlight the educational function of the red cultural and creative products,and give full play to its cultural edification and educational significance.