Empirical Study About Customer Perceived Value Of Economy Hotel And Its Effect On Customer Behavior Intention

China’s rapid economic development promoted the development of tourism, and laid the foundation for the development of China’s economy hotel industry. The latest ten years, tourism promoted the market segmentation of hotel industry. It makes that original supply unable to meet the diverse needs of the market gradually. Then a new hotel state named economy hotel appeared. Economy hotel as a kind of competitive new hotel states, has great potential for development. It has been attracting more and more investors. Then there have been many kinds of economy hotel brands, and a lot of foreign brands enter the Chinese market. All made economy hotels be in an increasingly competitive environment. Hohhot, Inner Mongolia Autonomous Region has a rapid development of tourism. Due to the particularity of location and ethnic culture, our economy hotel brand had a lot of pressure, such as our other economy hotel brands, foreign brands, local hotel brands. It’s important to make the economy hotel brands to enhance the market competitiveness in Hohhot. Customer behavior intentionCustomer behavior intention is the decisive factor of the customers’final purchase behavior. While customer perceived value has a great impact on customer behavior intention. Therefore, the study took the current development of economy hotel industry as the realistic background, and was also on the basis of transaction cost theory, customer perceived value, customer satisfaction, and customer behavior intention. The study proceeded from the customer perceived value, and designed customer perceived value measurement scale of economy hotel. After studying their relationships, the study built a reach model about the effect of customer perceived value to the customer behavior intention, and proposed assumptions and verified it. The final data was from the questionnaire, and SPSS20.0 statistical analysis software was used to get the conclusion. Final conclusions are as follows:1) The customer perceived value in the economy hotel industry consists of quality perception, economic costs perception, non-economic costs perception, social value perception, and emotional value perception.2) Customer perceived value has a significant effect on the customer behavior intention. Each constituent of customer perceived value has the different degree influence on customer loyalty and willingness to pay of customer behavior intention.3) On the one hand, economy hotel customer perceived value have a direct impact on the customer behavior intention, on the other hand, it has an indirect effect on the customer behavior intention through the customer satisfaction.This in-depth study about the customer perceived value, customer satisfaction and customer behavior intention makes up the lack of the theoretical study in economy hotel industry. Besides, the suggestions provided in the end have a practical significance the healthful development of our country brands economy hotel.