The Updating Research Of Rural Tourism Product Based On Tourist Perceived Value

With the development of economy and urbanization, rural tourism which ismainly about naturalization has made a great increase since1990th. On one hand,rural tourism complies with the trend that tourist demands has become more and moremultiple, it fulfills the requirement of keeping far from the city and enjoying the quietlife. On the other, rural tourism has an effective impetus on promoting agriculturaleconomic development and leading rural employment. However, rural travel demandtoday is upgrade and diversified while the rural tourism products are still on theprimary level. This contradiction results in a low standard of consumption, besides,the experience and demand of rural tourists is not fully satisfied. The upgrading ofrural tourism products is an inexorable trend in order to accommodate the marketdevelopment. And also, it is necessary to make a updating research on rural tourismproduct according to the view of tourist perceptible value.The research took Lintan Yeliguan Scenic Spot as the research area. After thedocument analysis and empirical research, it tries to classify rural tourist perceptiblevalue and create the frame model of rural tourist perceptible value based on theensemble rural tourism product, customer perceived value and the model of touristperceptible value. The research put forward some upgrading strategy of rural tourismproduct through the study of rural tourism perceptible value, so as to resolve theasymmetry of supply and demand and poor product hierarchy.The paper is divided into six chapters: the first chapter is introduction; the secondchapter are the study reviews of rural tourism and rural tourism product, it discussesthe definition of rural tourism, the tourism products system and it leads to the theoryof ensemble rural tourism product; the third chapter is the study review of touristperceptible value, it shows the concept of tourist perceptible value; the forth chapterand the fifth chapter is the core of the paper. The forth chapter takes the currentsituation of rural tourism products as starting point, it makes a brief analysis on theproblems emerged in rural tourism development, moreover, it classifies rural tourismperceptible value based on the theory of tourism perceptible value and elaboratesinfluencing factors of rural tourism perceptible value, after that, it creates the framemodel of rural tourist perceptible value and put forward eight important ways toupgrade the rural tourism products; the fifth chapter is a case study in Lintan YeliguanScenic Spot, it makes an analysis of the products and market in Yeliguan and points out some effective ways to improve the rural tourism products in Yeliguan on thestrength of tourist perceptible value frame model, the upgrading measures could helpYeliguan Scenic Spot to make a considerable progress. Furthermore, the case studyprovides the rationality of tourist perceptible value frame model and shows us thenecessity and feasibility of eight rural tourism product upgrading methods; the sixthchapter is the conclusion and prospect of this paper, it states the shortage of this studyand it tells that the further research of rural tourism product upgrading should beconcentrated on the quantitative research of the frame model, the safeguard measuresof tourism product upgrading methods. The innovation of this paper is it studiestourism product upgrading through the theories of tourism, psychology and economics.It creates the rural tourist perceptible value frame model including rural tourismproduct system, classification of rural tourist perceptible value and influencing factorof perceptible value. Last but not least, it put forward eight important ways to achievethe improvement of rural tourism product.