Coastal Tourism Tourists Perceived Value Impact Study Of The Factors

In recent years, coastal tourism industry of China increasing steadily, until 2008 income of coastal tourism up to $1.1486 trillion, so the prospect of coastal tourism is substantial. At the same time, coastal tourism destination of China is faced with the challenges of the coastal tourism destination in the world. Compared with the coastal tourism destination in the world, there is no advantage either in the development of the conceptions, functions or system-level forms of organization and the overall marketing strategies in terms of coastal tourism destination in our country. In order to enhance the competitive of coastal tourism destination in our country, we should in urgency know how to improve the attraction of coastal tourism destination and how to provide customers with the necessary tourism products.Since the 1990s, the customer perceived value has focus the attentions of the marketing research scholars and business managers. Facing with the increasingly fierce competitions in the market, creating superior value for customers has become a new source for modern enterprises to build core competitive and obtain sustainable competitive advantages.In this paper, take the development status of coastal tourism market as the background and take customer perceived value as the breakthrough point, this paper does an empirical study of influenced factors of Customer Perceived Value in coastal tourism destination. The author raise 29 influenced factors of tourists perceived value of costal tourism. With the methods of expert advice consulting, assumptions and verifications, surveys, and SPSS statistics, and take Beihai Silver Beach of Guangxi for example, doing an empirical study of the impact factors. There are results for five aspects:1) influenced factors of tourists perceived value of Coastal tourism consist of 7 major categories and 28 factors;2) analysis of significant differences of influenced factors which coursed by subjective factors: the impact of subjective factors such as sex, past travel experience have no significant difference in evaluation of influenced factors, and subjective factors such as age of tourists, income level, educational level and tourism motivation have significant differences in the evaluation of the impact of factors;3)Influenced factors and customer-perceived value as well as visitors following the correlation acts: there are positive correlations between quality factors and customer value perceptions, while the price of perceptual factors and Customer Perceived Value exist negative correlations;4) The order of factor's affecting degree: the biggest influenced factors are the natural environment, which followed by coastal tourism resources, human environmental factors, service factors, the cost of hospitality products and the impact of cognitive factors;5) Status evaluation of tourists'perceived value factors in Beihai Silver Beach: In the IPA analysis of 28 influenced factors, good behavior has eight indicators, four factors indicate that their visitors do not have high expectations but the silver set of Beihai Silver Beach have pretty good performance; 12 indicators indicate it is common importance to tourists, and the performance of the Beihai Silver Beach is also common; four indicators should be improved in urgency.The purpose of this paper is provide Beihai Silver Beach as well as this type destination's tourist management and marketing with a favorable basis, and provide reference for the sustainable development of coastal tourism destination and marketing.