Study On Tourists' Revisit Intention From The Perspective Of Customer Perceived Value

Since the 20th century,the dramatic change of the external environment of business and the formation of buyers'market have made the market competition more and more fiercely. In pursuit of the relative competitive advantage,people began to find new theories and research methods, and then the theory of customer perceived value is produced. Based on comprehensive review of the results of domestic and abroad articles on customer perceived value theroy and the tourists'revisit phenomenon,the effect of customer perceived value on tourists'revisit intention has been made, using the methods of literature review and logical deduction.What's more, we made a questionaire and interview of tourists to FengHuang ancient city,as well as a quantitative analysis of empirical data. According to the survey, we find that tourists perceived value can be divided into four dimensions:tourism resources and services, tourism activities,cost value and emotional value, and then we made a detailed analysis of differences between various sub-groups in perceived value dimension. Based on it, we discussed the effect of customer perceived value on tourist revisit intention through regression analysis and cross-cutting.There are significant differences in the assessment on perceived value dimensions between sex, age, educational attainment, household monthly income and other social demographic characteristics, as well as the frequency of tourists to Fenghuang ancient city and other personal consumption behavior. There also exists significant differences in the evaluation of perceived value dimension due to different internal personal factors.Perceived value has positive effects on respondent's intention to revisit, reflecting in the dimensions of tourism resources and services and tourism activities. From the view of time intervals of revisit intension, the assessment on perceived value dimension is higher, the better time intervals of revisit intension is.Considering market segment, we find that perceived value has different impacts on diferent market segments.Overall, the tourism resources and services, tourism activities have larger impact on respondent's intention to revisit while the cost value has the least impact.At last, some corresponding suggestions and countermeasures were proposed according to effects of perceived value dimension on tourists'intension to revisit. The main are as follows:the tourist destination should adopt percieved value as soon as possible and upgrade the quality of tourism resource service and activities to improve tourists'intension to revisit.Finally,the shortcomings of this study and follow-up research directions are discussed.