Research On Mountain-based Heritage Tourists Customer Value Influencin Factors

The output value of China’s tourism industry showed explosive growth. China’stotal tourism revenue reached￥2.25trillion in2011. In our country, the mountaintourism resources accounted for more than half of the total tourism resources, therefore,the study of the mountain tourism has some practical significance.As one of consumer experience activities, mountain heritage tourism shouldinvolve an interaction between tourist and heritage site, and the entire process can’t beseparated from the tourists’ perceived value. Domestic scholars mainly standing on thepoint of view of the object of value to study the value of heritage tourism, but this papermainly studied from the perspective of tourists.In this paper, take the development status of mountain heritage tourism as thebackground and take customer value as the breakthrough point, combined withcustomer value theory and consumer behavior theory, this paper does an empirical studyof influenced factors of customer value in mountain heritage tourism destination. Bylearning the results of previous studies, combined with interviews for tourists, theauthor raise35influenced factors of tourists perceived value of mountain heritagetourism. With the methods of assumptions and verifications, pre-survey and formalinvestigation, SPSS statistical analysis, and IPA grid map, and take Sanqingshan tourismdestination for example, doing an empirical study of the impact factors. Conclusions areas follows:(1) The mountain heritage tourist customer value influencing factors contains26impact factors of the seven dimensions;(2) The relationship among the influential factors， customer value， visitorsatisfaction and visitor loyalty:①Visitor satisfaction has significant correlation withvisitor loyalty.②The customer value tourist satisfaction, tourist-loyalty has significantcorrelation.③The environmental value, the value of tour facilities, reception materialvalue, service value, social value, hedonic value have significantly regular impact withcustomer value.④The cost value and customer value have significantly negative impact.⑤The influence among environmental value, reception material, and tourist satisfactionis not significant.⑥Tour facilities value, service value, social value, hedonic-valuehave significant positive impact of tourist satisfaction.⑦Cost value has a significantnegative impact of visitor satisfaction.⑧The influence between seven dimensions andvisitor loyalty are not significant. (3) The strength of the degree of influence： The greatest impact on the heritagetourists customer value is hedonic value influencing factors, followed by social valueinfluencing factors, service value influencing factors, cost value influencing factors,environmental value influencing factors, tour facilities value influencing factors, andreception material value influencing factors.(4) The evaluation of the actual performance of the Sanqingshan tourists CustomerValue influencing factors: IPA analysis of26influencing factors that affect theSanqingshan tourist customer value. There are eight influencing factors which touristspay much attention to and Sanqingshan Tourist actual performance is also very good.Four influencing factors, tourists attach great importance to them, but SanqingshanTourist actual performance is bad, which need to improve. There are ten influencingfactors that tourists less demanding, and Sanqingshan Tourist actual performance is notgood. There are four impact factors that Sanqingsan tourists ask for much, but the actualperformance is very good.