Research On Hanzhong Eco-tourism Based On Tourist Perceptible Value

With the rapid development of the people's life, there are more and more persons selected the Eco-tourism style to relax and enjoy the nature. As a city belongs to tourism province-shaanxi, Hanzhong always focus on Eco-tourism to develop tourism. Especially, since the opening of Xi Han thruway at the end of September 2007, high attention has been paid to the Eco-tourism. On the Hanzhong Eco-tourism, past experts study it from tourism resource while our thesis researches it from tourism market.On the basis of the Eco-tourism and the custom value theory, our thesis establishes an analysis model of tourist perceptible value having some theory meaning. The model is the main direction of our research. Our study conducts background analysis, measurement and identification analysis. The background analysis mainly study region background, industry background, development and competitor, which analyses the actuality of Hanzhong Eco-tourism from qualitative angle. Measurement and identification analysis constitute the quantitative analysis of Hanzhong Eco-tourism. The measurement analysis mainly researches the basic characteristic of tourist and the factor of tourist perceptible value. Also we use SPSS statistic software to make correlate, factor analysis and regression. It is used to extract 6 determiners for the research of the following. By means of IPA contrast analysis, identification analysis comprehends the difference between the importance and the actuality of tourist perceptible value, in order to locate these factors. At last, the thesis analyses two element need to improve, individuality value and dynamic service value.On the basic of it, the thesis analyses the actuality and the reason of it. At the same time, we make a revised model of perceptible value to Hanzhong tourism and put forward the basic thinking. The thesis also gives some advices to the development of Eco-tourism in warm spot places.