Study On The Atmosphere Of Farmer Tea House Based On Customer Perceived Value

China, as the hometown of tea, contains various types of tea with its profound tea culture. With the development of economy and growth of national income, tea culture tourism has already been more and more popular with people. Farmer tea house, the major place for both tourists and local residents to play and enjoy the tea culture, plays a crucial role in the tea culture tourism scenic area, and it is also an important carrier of tea culture. However, there are still many problems existing in the design and operation due to the poor planning of farmer tea house by the Scenic Administration Departments, and the poor later-period management and guide and the disqualified managers of farmer's tea house.Hangzhou, the main producing area of Longjing tea, witnesses its flourishing tea culture tourism and numerous farmer's tea aouse. Based on customer perceived value theory, this paper aims to search the relationship of atmosphere with emotion response and customer perceived value by taking Hangzhou region's farmer tea houses as sample, and its atmosphere as study object.Firstly, this paper introduces the background of study and defines study object through literature review of customer perceived value, main theories of environmental psychology, main study of business site's atmosphere grasp the study trend to look for theoretical basis. Secondly, it aims to build the study model based on S-O-R model making atomosphere as independent variable, emotion response as intermediate variable and customer perceived value as dependent variabde. Then according to present literature, field investigation with customer interviews and expert advice, we are to compile the questionnaire. The formal investigation questionnaire is formed through previous test. Thirdly,360 questionnaires were issued in Hangzhou west lake scenic area which is the main producing area of Longjing tea and finally withdraw 294 effective questionnaires. SPSS16.0 and AMOS7.0 statistical analysis software were applied to analyze the data. According to the result of factor analysis, we modified and limited the research model by dividing four original variables into five: outdoor variable, general interior variable, decorative variable, furniture layout atomosphere variable and human variable. Then we put forward research hypotheses and verified them by structural equation model, discovered that there is positive effect between atomosphere, emotion response and customer perceived value, negative effect between atomosphere and negative response, positive emotion response has the greatest impact on customer perceived value. Variance analysis was applied to study customer's demographic characteristics and consumer behavior in farmer's tea house towards atmosphere evaluation, psychological response and customer perceived value differences. Finally, practical advice of improving the atmosphere of farmer tea house was put forward form the view of the government management departments and manager of farmer's tea house under the summarized research conclusion.