A Study On The Impact Of Theme Park Product Innovation On Visitors’ Perceived Value

Theme parks have become one of the most dynamic tourism development projects in China’s tourism industry,an important category of modern tourism products,and an important guide for the development of future tourism products.Moreover,the innovation of tourism elements is mainly based on products,and the innovation of tourists’ perception experience is a hot topic in research.Therefore,this paper selects Changsha Fangte Oriental God Painting as a case study to discuss the impact and p ath of park product innovation on tourists’ perceived value,and takes consumer innovation as an intermediary variable,and uses SPSS23.0 and AMOS24.0 to analyze the data collected from 330 valid questionnaires,and the main conclusions obtained are as follows:(1)The product innovations of theme park has a significant positive impact on visitors’ perceived value,among which hedonic,practical and participatory innovations all having a significant positive impact on emotional value,service value and cost value;(2)The product innovations of theme park has a significant positive impact on consumer innovativeness,hedonic innovation and participatory innovation have a significant positive impact on consumer innovativeness,while practical innovation does not have a significant positive impact on consumer innovativeness;(3)Consumer innovativeness has a positive impact on the perceived value of visitors,as well as on emotional value,service value and cost value;(4)Consumer innovation plays an intermediary role between theme park product innovation and tourists’ perceived value,but there is no intermediary between practical innovation and emotional value,service value and cost value,and there is no intermediary role between hedonic innovation and se rvice value;(5)The innovative products of Changsha Fangte Oriental God Painting involve five major aspects: eating,traveling,traveling,shopping and entertainment,and all of them can obtain a high degree of recognition from tourists.The innovation points of this paper mainly lie in:(1)The influence of theme park product innovation on tourists’ perceived value is discussed from the perspecti ve of tourists,which enriches the antecedent variables of perception value research;(2)to study from the perspective of consumer innovation,take it as an intermediary variable,and study the influence path of mediation effect,which lays the foundation for the theme park to implement targeted marketing strategies to improve consumer innovation;(3)the product of Changsha Fangte Oriental God Painting is divided into dimensions,not only from the five aspects of eating,traveling,traveling,sh opping and entertainment.Moreover,it is summarized into three dimensions: hedonic innovation,practical innovation and participatory innovation.