An Empirical Study On Tourism Souvenirs Perceptive Value Effects On Customer Behavior Intention

Lifestyle of travel and leisure has spawned a huge tourism market. Souvenirs as food, shelter, transportation, travel, shopping and entertainment tourism is a major component of "purchase" to the six elements of the tourism development. Compar-atively speaking, souvenirs’ suitable location in the tourism development is worrying. The value most souvenir manufacturers bring to customers is not high, some tourists even describe souvenir as tasteless merchandise, there is no feeling of pity before buying, but because after purchase souvenirs and more disappointed with the lack of value. But the customer perceived value (CPV, Customer Perceived Value), stressed that studies from the customer point of view of their perception of the value of the product or service situation.Firstly, this paper describs the meaning of this research and the background, arranges the structure of the research content, illustrats the research methods and inn-ovation points, then makes a literature about tourist souvenirs and customer perce-tive value. For customer perceived value, it included customer perceived value resea-rch overview, perceptive value dimension research and the relations with other value For souvenirs, it includes the concepts, classification of the tourist souvenirs, buy fea-tures and value.Secondly, based on the basis of literature research about souvenir customer perceived value, this paper creats the research model, explained the customer perce-eptive value dimension and the formation mechanism, then proposes research hypoth-esis and explained initial questionnaire, finally formed design formal questionnaire.Thirdly, this paper makes the empirical research with the questionnaire.First of all, this paper checks the reliability and validity of the questionnaire, then through analysis of variance, correlation analysis and regression analysis, the hypothesis has tested and gets the main conclusions:memorial value, cognitive value, the situation has positive influence on satisfaction, purchase intention, recommended intentions; and the price perception has negative influence on satisfaction, purchase intention, recommendation intention. But for similar souvenirs, condition value, cognitive value has positive influence on purchase assumption.Finally, this paper puts forward some management advice according to the development of tourist souvenirs and the conclusions. First of all, the tourist souvenir value should be guaranteed, and then the conditional value should be correctly under-stood and all these values can be relised only through the cooperation of the tourist souvenir stakeholders.