感知价值对景区游客行为意向影响的研究——以黄山风景区为例.pdfVIP

感知价值对景区游客行为意向的影响研究 ABSTRACT The Influence Of Tourist Perceived Value To Tourist Behavioral Intention In Scenic Zones—A Case Study Of Huangshan Mountain Scenic Zone ABSTRACT The rapid development of tourism and the fierce competition in tourist market have speeded up the transition of the tourist market from a sellers market to a buyers market. The theories, which are applied to the sellers market, including resources advantage theory and growth pole theory can ’t fully explain and guide tourist behavioral intention in a new market environment. The exploration of tourist products and services not only needs to consider the features of the environment and resources in the tourist destinations, but also needs to emphasize on tourists ’ actual experience and perception. From the perspective of tourist perceived value, it is more consistent with current tourist development regulation and more beneficial to improve the scenic zone ’s competitiveness to a higher level to emphasize on tourist consumption utility maximization as well as to foster loyalty behavioral intention after visiting. On basis of the literature review and the strategic task of transforming and upgrading the scenic zones are faced with, the paper focuses on tourist perceived value and aims to discuss the influence of its core dimension to tourist behavioral intention such as revisiting, recommending and propagating, by means of constructing a relationship mode