Research On Constructing The Evaluation System Of Customer Perceived Value On Tourism Real Estate

With the arrival of the era of nationwide leisure and the popularity of Micro Tourism, Tourism real estate with personalised leisure ways and tourism products with a rich connotation is becoming a resort for (?) and a new investment hotspot with great potential development. At the same time, the competition in market also is increasingly fierce. But now, whether these projects are in accordance with customers’ needs and expectations is very important for the success of tourism real estate. Therefore, in the increasingly homogeneous competitive market, it is of great significance to study the development of tourism real estate from the customers’ points of view and focus on the customer perceived valueThis paper will introduce customer perceived value to study tourism real estate. With the methods of literature review, expert consultation and pre-investigation, an initial evaluation system of customer perceived value in tourism real estate is established combining with the actual development of regional tourism real estate and the case. The data is gathered from questionnaires and SPSS 18.0 for data analysis are used to analyze the data. And the final evaluation system is formed to interpret customers’ realistic expectations, including 8 secondary dimensions, such as the value of its tourist resources, entertainment, supporting facilities, environment atmosphere, brand services, cost and sentimental value, and 40 third class indexes. Furthermore, the weight of evaluation indexes is determined by using a special method to comprehend the critical factors affecting customers’ choice. This study result shows that in 8 value dimensions, supporting facilities and environment atmosphere are considered to be the most value by its customers, and in the corresponding 40 third class indexes, customers think that house quality, the community’s theme, artificial landscapes, the community’s residential environment, emotional and physical benefits, location environment, the community’s public order and price are key factors. Finally, based on customer perceived value evaluation system established, some suggestions are made. It is required that consummating supporting facilities, integrating tourism resources and enriching entertainment to broaden the appeal of tourism real estate, and ensuring house quality, valuing staff attitude and interpretation service and integrating media channels to improve its brand image.