Study On The Impact Of Tourists’ Perceived Value On Tourists’ Satisfaction In National Minority Festival Tourism

Since festival tourism is increasingly prosperous, national minority festival tourism has been received more and more attention with its unique ethnic cultural experience. Many local governments consider development of the national minority festival tourism as a symbol of promoting local tourism development. However, it exists fierce market competition when national minority festival tourism is blooming everywhere, and lots of researches and practices proved that perceived value is the new source of competitive advantage. According to previous studies, the researches in national minority festival tourism were much less and immature. Most of researches discussed about exploration and development of national minority festival tourism from organizers’perspective. And research methods were mostly qualitative examination. Therefore, by combining current development of national minority festival tourism and using the research of perceived value theory for reference, this paper is significant to study national minority festival tourism from the perspective of tourists’perceived valve.In this paper, we consider tourists’perceived value as a starting point, and discuss dimensions of tourists’perceived value in national minority festival tourism as well as impact of each dimension on tourists’satisfaction by establishing theory model. So we can know source of tourists’satisfaction better from the perspective of tourists’perceived value. This paper selects tourists participating in Tu Nationality Girls’Festival of Enshi in2012as object of study to make empirical analysis through questionnaire method, and then we use the software SPSS19.0and AMOS20.0to do statistical analysis, and employed reliability and validity analysis, factor analysis, variance analysis and structural equation model examination.Through empirical analysis, this paper gets the following conclusion:①This paper constructs a scale of tourists’perceived value in national minority festival tourism as well as its structure model. It verifies that tourists’perceived values have seven dimension, they are cultural epistemic value, emotional value, social value, service value, functional value, monetary cost and non-monetary cost respectively. ②The relative importance of each dimension is different, and the order from big to small is cultural epistemic value, emotional value, functional value, service value, social value, monetary cost and non-monetary cost. It illustrates that tourists’prime demand participating in national minority festival tourism activity is to appreciate and learn local characteristic ethnic culture.③There are significant differences on tourists’ perceived value in demographic variables such as gender, ages, education level, income level, address and participation counts, and there is no difference in profession.④This paper builds a model about impact of tourists’perceived value on tourists’satisfaction. The result shows that cultural epistemic value, emotional value, service value, functional value have significant positive impact on tourists’ satisfaction, and monetary cost has negative impact on tourists’satisfaction. And cultural epistemic value is the most important source of tourists’satisfaction, social value and non-monetary cost have no direct impact on tourists’satisfaction.