Research On The Impact Of Tourists’ Perceived Value On Tourists’ Consumption Intention In Internet-famous Site Of Chongqing

In the new era,people have basic material security,and they are paying more and more attention to the spiritual world.The demand for ways to meet spiritual needs has also become higher.Tourism,as an important way to meet spiritual needs,people will also increasingly pursue the satisfaction of tourism consumption needs.At the same time,due to the rapid development of the Internet,especially the short video,more and more scenic spots have received a lot of attention and traffic in the Internet in a short time because of their unique visual impact and effective marketing strategies,and become a new tourist destination " internet-famous site ",which also attracts more and more tourists to arrive at internet-famous site to clock in.Clocking the " internet-famous site" has thus become a new form of consumption.Therefore,to explore the impact of their perceived value on their consumption intentions from the perspective of tourists can provide a reference for internet-famous site to better meet the needs of tourists,promote the sustainable and healthy development of internet-famous site,and promote the transformation of " internet-famous " into "permanent-famous".This study takes internet-famous site of Chongqing as the research object,combines the results of online text analysis and the perceived value model proposed by previous scholars,constructs the tourist perceived value model and measurement indicators of internet-famous site of Chongqing,including four dimensions of functional value,social value,emotional value and cognitive value.Based on the obtained tourist perceived value model,the research data is obtained through questionnaires.The consumer intention of tourists is divided into three measurement dimensions: recommendation,publicity and revisit.The satisfaction of tourists is taken as an intermediary variable,and two measurement dimensions are selected: "compare with expectation" and "compare with ideal".Building a structural equation model to explore the correlation between tourists’ perceived value and tourists’ consumption intention,verify the proposed hypothesis results,and propose targeted and feasible practical measures for the sustainable and healthy development of internet-famous site of Chongqing.The results of this study show that:(1)The positive and significant impact of tourists’ perceived value on tourists’ consumption intention is partially established,in which functional value and cognitive value have a direct and significant impact on tourists’ consumption intention,while social value and emotional value have no direct and significant impact on tourists’ consumption intention;(2)The perceived value of tourists has a positive and significant impact on tourist satisfaction,of these,functional value,social value,emotional value and cognitive value have a positive and significant impact on tourist satisfaction;(3)The positive significant influence of tourists’ satisfaction on tourists’ consumption intention is established,thus it can be obtained that social value and emotional value can have positive significant influence on tourists’ consumption intention through the mediating variable tourists’ satisfaction.(4)Some demographic characteristics of tourists have a significant impact on their consumption intentions,with age,education,and occupation having a stronger impact on their consumption intentions,while gender and income have a weaker impact on their consumption intentions.Based on the above conclusions,this study proposes the following suggestions: 1.From the perspective of tourists:(1)From the perspective of tourists’ perceived value,attach importance to the supply of functional value to stimulate basic needs of tourists,attach importance to the supply of social value to highlight the internet celebrity attribute of scenic spots,attach importance to the supply of emotional value to meet entertainment and leisure needs,and attach importance to the supply of cognitive value to approach the expected image of tourists;(2)From the perspective of the demographic characteristics of tourists,we attach importance to the influence of age to meet the expectations and needs of young people,the influence of education to cater to diverse aesthetic and spiritual pursuits,and the influence of occupation to improve scenic spots for student groups.2.From the government’s perspective: Using various marketing strategies to guide the direction of online promotion,focusing on tourist hot topics and creating a specialized check-in platform.3.From the perspective of scenic spots: Pay attention to infrastructure construction to optimize the quality of tourism resources,train and equip professional personnel to improve the service level of scenic spots,and use intelligent methods to enhance tourists’ experience and experience.