Empirical Study On Product Development Of Travel Agency Based On Customer Perceived Value

For a long time in China, tourists'demands have been enormously neglected because of the similarity and low price competition of the travel agency products, and this causes tourists'great dissatisfaction. With the increasing of the tourist market competition and tourist demands, there appears the personalization of people's experience demands. Thus, the travel agency industry pays more and more attention to the research on tourism marketing. Based on the tourists'perceived value, using new marketing ideas, it takes on great theoretical value and practical significance to make further study on experience marketing of travel agency products at present.The theory of customer perceived value is the new origin of enterprise competitive advantage, and also the latest development of the theory of marketing management. Experience marketing is a new mode of marketing as a result of meeting the needs of customer's experience consumption with the development of experience economy. This paper reveals that travel agency product should profoundly grasp consumer experience, establish corresponding experience marketing strategy, and provide experience to the consumer by all means. Only in this way can the travel agency industry win the competitive advantage in the intense market competition.Based on the theories of customer perception value and experience marketing, profiting from the related experience marketing model, the conceptual model of this paper is constructed by reading massive related domestic and foreign documents. In the meanwhile, through analyzing and integrating, this paper works out a set of measuring scales of perception and experience marketing for the travel agency products. Taking the tourists who once participated and those who are now participating in the group tour of the travel agency as the study objects, it carries on the questionnaire survey, and finally obtains 165 effective samples. On the basis of the results of the empirical study, the main research conclusions of this paper are as follows: All other elements, except for the products of advantage losing perception, have remarkable influence on the actual perception of experience marketing. The perception of travel agency products and the four factors of experience marketing have remarkable influence on the effects of experience marketing. Tourists'expectations of experience have influence on the actual perception and the effects of experience marketing. The different population statistic factors such as tourists'occupation, education etc. have some influence on the perception and effects of experience marketing for different products of travel agency.