Research On The Quantified Evaluation Of Natural Scenic Spot Tourists’ Perceived Value

With the popularization of humanistic theory and the arrival of the era of experience economy,domestic and foreign scholars has made some achievement on the basic theory and evaluation model of the visitors perception and other aspects.But the research on the evaluation of tourists’perceived value in a single tourism destination is rare.Natural scenic spot is a kind of tourism destination based on natural scenery,with high aesthetic value and leisure sightseeing fun but less Tourism labeled,which is different from the other cultural tourism destination.So the tourists’travel perception of the natural scenic spot is unique and it can more objectively reflect the visitors’subjective feeling and experience in the whole process of the tourism.Therefore,tourists’perceived value had primaryly studied in this paper,taking the natural scenic spot as the research object and Wuhan east-lake scenic area as the studied case,so as to provide some references for enlarging tourism market,keeping the stability of the tourists and improving the tourism competitiveness of the scenic area.This paper,Firstly,with the review of domestic and foreign research in relevant to tourists perception and natural scenic spot,combined with guests’perceptive value evaluation model home and abroad and tourism features of natural scenic spot,initially established a natural scenic spot tourists’perceived value evaluation hierarchy and planned the concrete initial evaluation index.Then,through two-rounds experts consultation,initial investigation questionnaire was designed,the questionnaire was comprised of39evaluation index which was divided into two types:34perception gains and5perception lost.In order to test the effectiveness of the39evaluation index,Wuhan east lake scenic spot was initially investigated and then it studied the obtained initial survey data respectively through item relevent analysis,factor analysis and reliability test,the results of the data analysis showed that natural scenic spot tourists’perceived value evaluation scale is a diverse seven dimension structure,concretely including resource value,transportation and convenience value,facilities value,product and service value,environmental value, social emotion value and the cost value,which consists of35index totally,and at the same time data research showed that the scale had good structural validity and evaluation reliability.In addition,the weight of each evaluation indices in the evaluation scale was determined by means of expert consultation.Finally,according to the developed natural scenic spot tourists’perceived value evaluation scale,it designed the formal investigation questionnaire and Wuhan east lake grinding mountain scenic area was investigated.The quantitative results of wuhan east lake grinding mountain scenic area tourists’perceived value showed that the score is2.4865,converted into100points,the score is49.7300,which was very low obviously.Based on this score, through the data IPA strategy analysis,it drawed the conclusion that the planners and managers of wuhan east lake grinding mountain scenic area must focus on the improvement of facilities value,products and service value and the cost value of the scenic area.