The Research Of Senior Tourist Consumers Expected Value

Social situation of great increase in aging population provides an unprecedentedopportunity for senior industry, and the tourism aimed to serve the seniors tourists is a"sunrise industry." in the "sunset industry". From the late1990s to the present, China’ssenior tourism industry keep growing At an annual rate of3%growth, and with theincrease of aging population and spending power, China’s senior tourism market willshow better development.Even thought we are faced with the good development condition, China’s seniortourists travel satisfaction is generally low. Since customer satisfaction is the lifebloodof business in market economy, we have to focus on the problem of how to improvethe satisfaction of the silver-haired tourists in this paper, as we know the satisfactionis determined by customer expectations and perceived value.Firstly, learn about the tourists expectation level for senior tourists throughface-to-face interview and document research, which include basic expectation,relevant expectation and super-value expectation. On the base of the factors informing and influencing expectation and perceived value, the author observes themain variables and establish a theoretical model of correlated expected value.Secondly, research the degree of attention as well as perceived value andtourism related data status of satisfaction level for seniors travel consumersexpectation through questionnaire, then do the descriptive statistical analysis, thereliability and validity analysis by SPSS17.0; use AMOS21.0software research modelto fit and correct structural equation model, and verify the basic assumption of thispaper. Finally, on the base of the path analysis model and the results of survey data,this paper comes to a conclusion, the reason why the satisfaction of senior tourists islow. The conclusion includes that basic expectation are not satisfied, the socialexpectation value are too high, and the excessive propaganda makes the expectationand perceived value of silver tourists are not balance. According the reason above on, this paper puts forward several measures to enhance senior tourist satisfaction fromthree aspects: deepening the market segmentation, launching targeted marketingstrategies for them, building a supporting team which includes school, government,tourism enterprises, and establishing the concept of “non-stop service”.