An Analysis Of The Relationship Between Perceived Value Of Tourists And Tourists

In recent years, the popularization of the ski trip to development on the one hand, the prosperity of the tourism market, on the other hand also make skiing tourism enterprises in the fierce competition.Ski trip in the field of ski tourism enterprises on how to efficiently promote the industry competitiveness has become a hot research topic.Customer loyalty related research has confirmed that the old customers than developing new customers more cost savings, also thought to improve tourism field revisit rate is an effective means to improve enterprise competitiveness.Ski tour operators to focus on attracting tourists revisit can effectively improve the competitiveness of enterprises in the industry.Ski trip which require the participation of tourists, tourists’ perception is more intense, also confirmed that the perceived value and customer loyalty theory is an important driving factor of customer loyalty.This is also the study ski tourists revisit the reasons from the perspective of perceived value.Is set up based on the theory of customer loyalty of the relationship between perceived value and revisit the basic assumptions, with the help of a relationship between attitude and behavior theory, behavior theory to the study of behavior transformation to the study of behavior, and through the literature research of tourist perceived value extracted the skiing tourists perceived value dimension, established the ski tourists perceived value dimension and revisit the tendency of the model.This study through the test model to explore in the field of ski tourism tourists perceived value of each dimension to revisit the influence degree of the difference.Study selection yabuli ski resort as the study site for data collection.On the analysis method, through the basic data for tourists descriptive statistical analysis, come to ski for sociodemographic characteristics of tourists and tourist behavior characteristics; Through factor analysisclear skiing tourists perceived value dimensions;Through correlation analysis and regression analysis to explore the ski tourists perceived value of each dimension to revisit the influence degree of the difference.Study found that ski tourists in gender distribution more uniform, and young and middle-aged as the main body, generally have high income level and cultural level,preferences for travel information from the Internet, the new media.As a case study of yabuli ski resort tourists constitute the majority with the northeast and east China,proportion of early travellers and tourists were flat, not for the night and overnight tourists proportion also basic quite, is in a more mature stage of development.The result of factor analysis has proved that ski tourists perceived value at least including facilities for perceived service quality, perceived quality, convenience, price perception, social emotional value five dimensions.Correlation analysis and regression analysis found that the skiing tourists in the five dimensions of perceived value only social emotional value,perceived service quality, convenience for skiing tourists revisit the three dimensions can tend to have a significant positive influence, and influence degree reduced, and although perception facilities quality and perceived value and revisit tendency has certain positive correlation but relationship is not significant, even failed to enter in the regression analysis model.According to the research conclusion, the article puts forward some feasible for ski tour operator of the business management advice: ski resort to clear target market and find out more targeted the operation and management of marketing channels;Yabuli ski resort is in the mature stage of development, should be timely to ski tourism products to innovate;Ski resort to introduce tourists perceived value management concept, focus on ski tourists increased social emotional value, perceived service quality, convenience,value, both ski tourists perception of price and quality of facilities, and more efficientlyto improve competitiveness of ski resort in the industry.