On Valuation Of Tourism Experience From The Perspective Of Natural Capitalism (NC)

Nowadays, the sustainable problem of hotels has been paid more and more attention. The conception of "green hotel" is the specific application of sustainable development concept. However, because of the immature consumption concept and careless implementation of "green methods", certain environment steps hurt the feelings of the customers, depress their experience value and reduce the hotels' core competitive power and economic benefits. So the primary objective of this thesis is to introduce the conception of "natural capitalism" to advance both the economic benefits and environmental benefits instead of "green" conceptions ignoring economic benefits through keeping and enhancing the experience value.Based on predecessors' research, this thesis points out three factors which affect the customers' experience value, which is individual customers and hotel environment and hotel methods factor. Also it builds the customer experience value evaluation system and the valuation model. In order to research further, firstly this thesis analyses the importance of the customer experience value's elements through expert questionnaire and then the actual feelings of customers through customer questionnaire. In this process, the study tries to cut factors down and correct model through factor analysis. In addition, the thesis proves that there is conspicuous influence through ANOVA between customer experience value and their individual characteristics. Finally, it analyses and compares the data through IPA methods.The results of data analysis are as follows: from the perspective of Natural Capitalism, hotels should adjust their methods neatly, and leave some done or undone and make some improvement or creation. By the way of enhance the experience value of customers, hotels can improve both the economic benefits and environmental benefits.