Spatial Differentiation Of Tourists’ Perceived Value And Human-land Adaptability

As China will fully enter the era of mass tourism,tourism is faced with the new requirements of high-quality development,improving the quality of supply is the main direction of tourism supply-side reform.At present,the supply-side reform of tourism is facing not only the long-term problem of chaos in the tourism market,but also the new challenge due to the personalized experience behavior of tourists.Tourists are no longer the recipients of product and service value in the traditional sense,but the creators of experience and situational value.The development of tourism economy and the individualized demand of tourists for experience and situation caused by it have a profound influence on the quality construction and development of mass tourism era.Tourism supply reform and quality construction need to listen to the voice of tourists.Tourists’ perceived value is the objective tradeoff result expressed by tourists after subjective comparison of their gains and sacrifices in tourism experience,which reflects tourists’ evaluation of tourism service quality from the perspective of tourists.Based on this understanding,this study attempts to analyze the spatial characteristics and adaptive mechanism of tourists’ perceived value in different tourism regions from the perspective of different tourists’ personalized experience behavior,and proposes management implications for value enhancement on the basis of empirical investigation on the changes of tourists’ value role and the improvement of tourists’perceived value in the whole region.Starting from the importance,necessity and urgency of the research on tourists’perceived value,this study sorted out the research ideas.Taking the role transformation of tourists’ value as the entry point,it used value logic,perceived value,tourism experience,emotional geography and other theoretical contents to clarify the internal relationship between tourists’ behavior,tourists’ created value and tourists’ perceived value.Lay the theoretical foundation for tourists’ value-creating behavior to create tourists’ perceived value.On this basis,the travel notes of Yunnan section of Ctrip are used as big data samples.Through the natural language,mathematical language and map language of geography,combined with the network data collection method,text sentiment analysis method and geographic information visualization analysis method,the impact of tourists’ value creation behavior on the spatial differentiation of tourists’perceived value is demonstrated.In order to further study the driving force of the spatial differentiation of tourists’ perceived value and explore the management significance,the human-land adaptation mechanism based on tourists’ perceived value was analyzed by using the self-harmony and functional consistency theory,and the corresponding value improvement suggestions were put forward.This study constructs a perceived value analysis framework that includes the value created by tourists,breaking through the previous research framework of perceived value based on products and services,and breaking through the research mode of separating the value created by tourists from the perceived value of tourists.The research also proposes an emotion space measure based on value tradeoff,which breaks through the previous studies on emotion space based on positive or negative single emotion measure.The spatialization of perceived value corresponding to different tourists’ "group" behaviors reflects the spatial rules of tourists’ group behavior,breaking the previous research model of tourists’ "individual" behavior emotion expression.The research also developed the CSDM comprehensive analysis model of spatial adaptability of tourists’ perceived value,which can further answer and compare the degree of human-land adaptability and extend the answer of adaptation.It is found that the tourist destination space carries both the value-creating behavior of tourists and the generating process of tourists’ perceived value in the process of tourism experience.In this process,tourists’ value-creating behavior influences and brings spatial differentiation of tourists’ perceived value,which reflects the spatial adaptability of tourists and tourist destination.Theoretical analysis and empirical research show that tourist value is in essence a two-sided regression reflected by the same subject(tourist)and the same process(value generation).To improve the quality of tourism is to improve the value of tourists.Tourists’ value-creating behavior is a highly abstract dimension that influences tourists’ perceived value in addition to the traditional research on quality and price,and is a beneficial supplement to the research framework of perceived value under the transformation of value logic.Tourists’ perceived values under different travel behavior choices show obvious differences in spatial distribution and emotional perception intensity.Reducing regional differences and improving tourists’ perceived value are effective measures to promote the reform of tourism supply quality.The human-place adaptability based on tourists’ perceived value can be adjusted by the guidance of self-harmony and functional consistency theory.The research conclusion is helpful to broaden our vision and interpretation of tourists’ perceived value including tourists’ individual travel behavior experience,go beyond the previous thinking that the research object of tourists’ perceived value is limited to products and services,and provide a theoretical basis for perceived value objects and value-creating behaviors other than products and services.Through the empirical research on the influence of tourists’ value-creating behavior on the spatial differentiation of perceived value,this paper expands the scope of tourists’ perceived value dimension and enriches the existing literature on tourists’ perceived value in tourist destinations.At the same time,research on the degree distribution and differentiation characteristics of perceived value from the spatial structure and characteristics can help tourism suppliers understand the spatial preference of tourists’behavior,effectively plan and implement appropriate marketing strategies,find the gap in perceived value between regions,and make up for the deficiency.While comprehensively improving tourists’ perceived value,tourism destinations should be promoted to shift from simple product and service quality management to tourist value management,providing new methods and ideas for the supply-side reform of tourism destinations to improve quality and efficiency,transform and upgrade.