Research On Aershan City Forest Eco-tourism Based On Tourist Perceived Value

Tourism is one of Aershan's pillar industry. Aershan has rich forest resources. Forest eco-tourism is the main form of the tourism in Aershan, and the development of forest eco-tourism relates to the economic and social development of Aershan. This paper begins with the Aershan tourism resources, to the point of view of tourism source market, based on the theory of forest eco-tourism and customer perceived value, and the main contents include the background analysis and empirical analysis for visitors perceived value of forest eco-tourism in Aershan. The background analysis for forest eco-tourism in Aershan includes the region background, economic background, industry background, resources, conditions and advantages for development. At the same time, this paper has an empirical analysis for basic characteristics of visitors and tourists perceived value factors. With the help of Excel and SPSS 16.0 statistical software, the paper carries on the descriptive statistics analysis, correlation analysis, factor analysis and regression analysis to extract 8 large main factors. On basis of the analysis's and the questions reflected by questionnaires, the paper draws that there are some problems in the Forest Eco-tourism of Aershan: the featured forest eco-tourism is so underdeveloped; there are deviations between visitors perceived value actually and forest eco-tourism providers'target other issues. Through the analysis of the causes, the paper puts forward some basic measures for the development of the local forest eco-tourism including featured and innovative product and project and itineraries for forest ecological tourism, the correct market positioning and so on.