The Visitor Value Reconstruction Of New Casual And Cultural Countryside Based On Customer Value Theory

Under the background of the new urbanization, Currently common development of rural tourism and new rural construction is as an important task of government or a significance project schedule. New casual and cultural countryside is an important type of new tourism countryside fused by rural tourism and new countryside construction. With the support of policies about the new rural construction, new casual and cultural countryside, which develops leisure tourism baded on its unique culture,can stimulate the development of the rural economy, reduce the city and countryside disparity,promote the realization of the equalization of public service and infrastructure between city and country.In recent years, many provinces or cities attach great importance to development of new casual and cultural countryside under the background of the new urbanization.The quantity of new casual and cultural countryside increases year by year. But the quality of new casual and cultural countryside need to be cultivated, especially the contradiction between the visitors’ increasing demand of rural leisure culture tourism and the low satisfaction of visitor value about new casual and cultural countryside is increasingly prominent.In order to meet the demand of the visitor value, this paper explores the factors influencing the visitor value of new casual and cultural countryside and constructes the model of factors influencing the visitor value of new casual and cultural countryside. Mei Jia Wu Villiage in Hang Zhou is used as an example of empirical study.This paper combines current situation of visitor value of Mei Jia Wu Villiage and factors influencing the visitor value of Mei Jia Wu Villiage, discusses visitor value reconstruction approaches, in order to provide some reference opinions about the development of casual and cultural tourism in Mei Jia Wu Villiage or provide some guidance for satisfing visitor value demand of new casual and cultural countryside.The paper mainly includes five parts.The first part expounds the selected topic background, significance and the innovation points;The second part combs the domestic and foreign research about new tourism countryside,visitor value and introduces customer value theory.The definition of new casual and cultural countryside and the definition of vistor value of new casual and cultural countryside are defined.The third part constructs the visitor value system of new casual and cultural countryside and the model of factors influencing the visitor value of new casual and cultural countryside.Mei Jia Wu Villiage in Hang Zhou is used as an example of empirical study.Through the reliability analysis, correlation analysis, factor analysis and regression analysis, it crafts five factors,36 factors and revises preliminary building the model of factors influencing the visitor value of new casual and cultural countryside and visitor value system of new casual and cultural countryside.The fourth part introduces the current tourism development situation of Mei Jia Wu Wliage,according to the result of empirical study, analyzes the present situation and the existing problems, summarizes seven reasons,puts forward seven approaches to recreate vistor value finally.The fifth part is research conclusion.