| The rapid development of tourism and the fierce competition in tourist market have speeded up the transition of the tourist market from a sellers market to a buyers market. The theories, which are applied to the sellers market, including resources advantage theory and growth pole theory can’t fully explain and guide tourist behavioral intention in a new market environment. The exploration of tourist products and services not only needs to consider the features of the environment and resources in the tourist destinations, but also needs to emphasize on tourists’actual experience and perception. From the perspective of tourist perceived value, it is more consistent with current tourist development regulation and more beneficial to improve the scenic zone’s competitiveness to a higher level to emphasize on tourist consumption utility maximization as well as to foster loyalty behavioral intention after visiting.On basis of the literature review and the strategic task of transforming and upgrading the scenic zones are faced with, the paper focuses on tourist perceived value and aims to discuss the influence of its core dimension to tourist behavioral intention such as revisiting, recommending and propagating, by means of constructing a relationship mode between tourist perceived value and behavioral intention. The paper is divided into five parts. First is the introduction chapter, in which I narrate the researching background, researching significance, researching ideas, researching contents and researching methods. In the second part is the research progress, including the literature review on customer perceived value and tourist perceived value and a brief understanding of relevant foreign and domestic research progress, so as to laid a theoretical foundation of then empirical research of this paper. The third chapter is research hypothesis, in which I plan to put forward a relationship hypothesis among tourist perceived value, tourist satisfaction ad tourist behavioral intention like revisiting, recommending and positively propagating, on basis of the characteristics of scenic zones, and to construct a theoretical mode. The fourth chapter is on empirical research on Huangshan Mountain scenic zone. I’d like to evaluate the resources and development situation of Huangshan Mountain scenic zone by sending, recalling and information-dealing of empirical questionnaires. The last chapter is research conclusion and enlightenment, which makes a conclusion of the research and proposes some corresponding countermeasures and suggestions.This paper has gained the following research results:l.The tourist perceived value of Huangshan Mountain scenic zone is made up of six core dimensions including service value, utility value, resources value, function value, price cost value and non price cost value.2.The most obvious dimensions influencing tourist perceived value are price cost value, resources value and utility value, while the least obvious ones are function value, service value and non price cost value.3. Tourist perceived value directly influence tourist satisfaction, tourist revisiting, recommending and positively propagating and tourist satisfaction, at the same time, influences tourist revisiting, recommending and positively propagating indirectly.4.According to the above research, suggestions are given to optimize and promote tourist perceived value of Huangshan Mountain scenic zone, including the following aspects:(1) Perfect the price mechanism system of the scenic zone and strength price supervision,(2) Improve service facilities construction in the zone to better serve tourists,(3) Enhance relevant industry construction in the zone to increase economic profits,(4) Explore resources connotation to improve humanity charm of the scenic zone. |
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