Empirical Analysis On The Influence Of High-Speed Railway To Tourists’ Travel Decision

The’4length lines and4breadth lines’of China’s high-speed railway net begins to take shape followed by the Xiamen-Shenzhen,Xi’an-Baoji,Chongqi-Lichuan,Guangxi Coastal high-speed railway operation on december28,2013,which fully marks the coming of ’High-Speed Railway Age’ in China.As the most important factor,traffic plays a significant role in tourists’ travel decision.For the characteristics of safety,comfort and convenience,high-speedrailway can obviously reduce the spatial perception between the tourist generating region and the travel destinations.make a major influence on the choice of tourism destinations、travel time and the way to travel.Based on the few amount of study on the high-speed railway and consumer behavior, the paper is to study the internal mechanism which causes tourist traveling decision-making influenced by high-speed railway.Firstly,what benefit and cost value does tourist perceive from high-speed railway;secondly,what impact does the perceived value of high-speed railway make to the repurchase intention and tourists’travel decision; lastly,does the repurchase intention of high-speed railway has a significant influence on the tourists’ travel decision.Based on the questions of this study,the paper adopts interviewing method and questionnaire research to collect original data,Firstly,the paper extracts5dimensions of tourists’perceived value of high-speed railway.namely time saving value.spatial reduce value,experience value,expense value and security risk value;secondly,the differences of high-speed railway perceived value for respondents with different demographic characteristics are studied by variance analysis;thirdly,the paper makes a thoughtful analysis between the perceived value of high-speed railway and tourists’travel decision by forthputting the SEM.As the mediating variable, repurchase intention of high-speed railway is intervened to explore the indirect effect between the perceived value of high-speed railway and tourists’ travel decision.By these methods,the paper draws the following conclusions.Firstly,by the exploratory factor analysis,the paper tests and verifies the perceived value of high-speed railway including5dimensions,namely time saving value,spatial reduce value,experience value,expense value and security risk value. Time saving value,spatial reduce value and experience value consist of the benefit perceived value of high-speed railway;and the expense value and security risk value consist of cost perceived value of high-speed railway.Secondly,by the variance analysis,the paper verifies the hypothesis that the tourists with different demographic characteristics will perceive the high-speed railway differently.the respondents with different age.different educational background or different working city will have the different perceived value of high-speed railway;however,the gender,disposable income,job occupation,traveling purpose and the frequency to take high-speed railway have no significant and diversified impact on the respondents perceived value of high-speed railwayThirdly,the paper proves that time saving value,spatial reduce value,experience value have no significant on the respondents’choice of tourism destinations、travel time and the way to travel,it turns out to reject the underlying hypothesis;while,the the expense value and security risk value have a remarkably negative influence on the respondents’ travel decision-making,which support the underlying hypothesis.In addition,time saving value,spatial reduce value,experience value,expense value and security risk value have all positively influenced the repurchase intention of high-speed railway,and it also has a positive impact on the respondents’ choice of tourism destinations、travel time and the way to travel.