A Study Of Red Tour Ism Exper Iential Value Based On Tourists’ Perception

In the experience economic time, experience plays a greater role in informing customer value while the role of product quality, service quality and price has been weakened. As a result, experiential value becomes the core part of customer value. For Businesses and other operators, taking experiential marketing strategy according to customer requirmnets to provide consumers with full, valuable and deep experience is the key in the competition of market.Red tourism plays an important role in strengthening the education of revolutionary tradition, enhancing patriotism and cultivating the national spirit of the public. However, numerous problems such as similar tourism products, weak competitiveness, big fluctuation of destination life cycle, less attraction, lack of Experiential Event in the process of the development of red tourism severely affect the the perception of tourists to experiential value (TEV). But there is little literature about the TEV of red tourism from the tourists’perceptual perspective. Therefore; it is of theoretical and practical significance to explore structure dimensions of TEV.On the basis of customer experience theory and customer value theory, the real situation of red tourism, after reviewing the literature of experiential value at home and abroad, this paper explains the connotation of TEV and constructs a TEV measurement model. Then select Shaoshan scenic spot as a case to carry out the empirical research. The results shows:the perceived level of TEV in Shaoshan is on the low side. TEV is consisted of functional value, emotional value and educational value. Sex has no signifigant in EV while age has a siganifignt impact on educational value, teenager group’s perception to the TEV is higher. literacy has a siganifignt impact on educational value and the perception of College/university graduates for TEV is higher. Occupation has a signif igant impact on emotional value and Functional value. The perception of government employee for emotional value is higher and the perception of government employee, student for educational value is higher.According to the conclusion, this paper puts forward the corresponding proposals to promote TEV, and expounds research contributions, research limitations and research directions of this paper.