Research On The Product Innovation Of Outbound Study Tour Based On Perceived Value

The study tour is very special in the vast and gradually increasing market of the outbound tourism. At present, "Taking study as the primary and travel as the second" is emphasized in the outbound study tour. But the emotional demands of tourists and the needs of exercising their ability are not paid enough attention to. The price of the outbound study tour is also very high, nevertheless, the quality of the product needs to be improved. The development of the outbound study tour exposes many problems, which are not beneficial. The key of these problems is that the tourism enterprises can not accurately grasp the demand characteristics of tourists and the tourism product can not satisfy the tourists' demands.Competition is very tough in tourism industry. The creation and transmission of value to tourists has become a competitive advantage in the field of tourism. The paper carried out an empirical study on the composition of tourists' perceived value of the outbound study tour based on perceived value .The purpose of the study is to guide the product innovations of the outbound study tour.The study divided the tourists' perceived value of the outbound study tour into five dimensions , which were perceived quality, study value, emotional value, social value, perceived monetary price. The empirical study shows that the relative importance of the dimensions is different. The perceived quality is more important than study value. In other words, the youth tourists are more willing to take travel as the primary and study as the second. The results of the empirical study also indicate that the tourists are positive to social value and emotional value. As a kind of educational activities in teenage growing process , the outbound study tour is very useful to improve language skills, independent viability and widen the vision. Therefore, the social and family should try to give the necessary supports. But the tourists generally consider that the perceived monetary price is too high to have a negative influence on the overall perceived value.On the basis of the theoretical analysis, a product innovation model based on perceived value was proposed. It could be a useful instrument for the tourism product innovation. By comparing the product values with the tourists' perceived value, the paper came to the conclusion of the product innovation, including reconstruction of perceived quality and study value, strengthening social value and emotional value , weakening perceived monetary price.