Research On Tourists’ Perception Value And Development Strategies Of Flower Tourism

Flower tourism,a kind of new tourism form developed from the agriculturaleco-tourism,has enriched the tourism product market.It has optimistic great significance tooptimize the structure of agricultural industry and increase agricultural income.For flowertourism has a obvious seasonal character,so can the key to success for a flower tourismprojects in the development lies in whether it can meet the demand of tourists and createhigher customer value for tourists than the competitors.Perceived value of tourists on thetourism comprehensive evaluation of the project,can effectively reflect the demandcharacteristics of tourists.Based on the analysis of flower tourism tourists perceived value,thisstudy put forward the development strategies for the flower development accordingly.This study take the world’s third largest lavender planting base Xin jiang Huoc-hengcounty as a case,based on the tourists lavender flowers travel survey data,using the factoranalysis,variance analysis,structural equation model to analyze tourist perceived value and thefactors affecting tourists perceived value level,clear the relationships between tourists’satisfaction,loyalty and flowers tourist perceived value.Based on these the empiricalanalysis,advances flower tourism development strategies.The main research results are asfollows:First,after the review and summarize the related research,combined with thecharacteristics of flower tourism,determined the flower perceived value index system.Second,use factor analysis method to reduce flower tourism perceived value measurementindex and get five flower visitors perceived value dimensions:flowers experientialproperty,flowers theme products,cultural connotation,infrastructure,price and service.Third,using mean comparison,T test and variance analysis method to analysis touristsperceived value level difference.Found the tourist perception of flower experientialproperty,infrastructure level is the lowest,the humanistic connotation of perception is thehighest level.And tourist’ age,gender,income,visitor source region influence perceived valuelevel.Tourists with different characters have different levels in different tourist perceivedvalue dimensions.Fourth,by constructing a structural equation model to explore the relationship between thedimensions of tourists perception value and tourists satisfaction and loyalty.The result of theSEM showed that tourist satisfaction and loyalty mainly comes from the experiential flowertourism,followed by flowers theme product,price and service.Fifth,based on the tourist analysis put forward the flower tourism developmentstrategies.Form these aspects that improving experiential property,tourist autonomy,improvemanagement and infrastructure gave the strategy recommendations.