Study On The Customers’ Experiential Value And Its Driving Factors In The Hot Spring Hotel

Attention is focused on the research of customer experiential value and its driving factors because of the “experience economy” time arrival and experiential marketing strategy implementation. At present, there has been a lack of studies on the composition of visitors’ experiential value and its driving factors. This paper has done an empirical study in Huitang Hot Spring Destination to explore the composition of tourism experiential value and its driving factors. On the basis of referencing related literature, this paper constructs a four-dimensional travel experiential value model and put forward five research hypotheses on the driving factors of visitors’ experiential value, and then confirmatory factor analysis method is used to test the visitors’ experiential value dimensions and a structural equation model is established to test research hypotheses by using AMOS7.0. The results shows:(1) Hot spring visitors’ experiential value consists of epistemic value, social value, functional value and emotional value, the main factors are functional value and emotional value;(2) service encounter, tourist involvement, destination image, visitor relationship proneness has a significant positive impact on visitors’ experiential value;(3) the research hypothesis which travel attitude has a significant positive impact on visitors’ experiential value has not been confirmed in this study.