The Research On The Perceived Value Of Customers Of Catering Products In Gulin Villa In Liuyang

The development of rural tourism plays an important role in local economic development,and with the rapid development of rural tourism,it has also driven the development of regional farmhouses.In this study,taking the catering products of Gulin Villa in Liuyang City as the research object,and taking the rural farmhouse of Gulin Villa in Liuyang City as the research site,a total of 447 valid questionnaires were recovered by using the questionnaire survey method,and by summarizing and sorting out the collected questionnaire data,using SPSS27.0 as an analytical tool,the questionnaire samples were analyzed for reliability and validity,descriptive statistical analysis,factor analysis,one-way ANOVA,etc.,and the following conclusions were drawn:(1)The perceived value dimension of customer catering consists of emotional value,cost value,the composition of social value,functional value,service value and cognitive value;(2)Customers attach more importance to the perceived value of catering products,from the perspective of all dimensions of perceived value,the average value of cost value is the highest,followed by functional value,third is service value,fourth is emotional value,fifth is cognitive value,and finally social value;(3)There are correlations and differences between the dimensions of customer perceived value of catering products,and there is a positive correlation between the six dimensions of emotional value,cost value,social value,functional value,cognitive value and service value in the perceived value of catering products;In addition to the obvious differences between cost value and functional value,cost value and service value,social value and cognitive value,functional value and service value,there are obvious differences in other pairs of perceived value.(4)There are differences in the perceived value of food and beverage among customers with demographic characteristics such as gender,age,education,occupation,and monthly income,as well as consumption characteristics such as different dining channels,dining times,per capita consumption of meals,and dining purposes.In view of the above conclusions,the following suggestions are put forward:(1)pay attention to customer needs and enhance customer perceived value;(2)Integrate marketing methods to strengthen cost advantages;(3)Control the quality of dishes and highlight the local flavor of dishes;(4)Segment customer groups and highlight personalized services.