Study On The Rrelationship Between Perceived Value And Behavioral Intention In Amusement Theme Park

With the rapid development of tourism economy and increasingly fierce competition in the tourism market, tourism market has turned to the buyer’s market from a seller’s market quickly. Seller throry like the theory of resource advantage, the theory of growth pole and so on, can not be used to explain the behavior intention of tourists and other issues. Managers not only want to improve tourists’ satisfaction and revisit rate, can not only optimize the tourism environment, but need improve the tourist experience and perceived value. From the tourist point of view make the tourists achieve optimal efficiency, enhance tourist satisfaction, tourists form the behavioral intentions which can beneficial to tourist destinations, so that fit the current tourism market development, enhance the market competitiveness of tourism destinations.Paper constructs a conceptual model on the basis of review and combing amusement theme park tourism, amusement theme park tourism-related perceived value, customer satisfaction, behavioral intentions of relevant research results. Proposed study’s three hypotheses: the perceived value of visitor satisfaction degree has a positive impact; perceived value has a positive effect on behavior intention; tourist satisfaction has a positive effect on behavioral intentions. Thus combining theoretical research and empirical research design amusement theme park perceived value scale test, select tourist satisfaction, behavioral intention measure, design amusement theme park tourist questionnaire, rehabilitated it on the basis of a questionnaire survey on the test, form the final questionnaire. And chose Shenyang special joy to the world, Dalian Discovery Kingdom, Beijing Happy Valley tourists as the survey subject, obtained 316 valid samples data. After data preprocessing, use SPSS20.0, AMOS20.O statistical analysis software to do analysis, including sample data reliability, availability analysis, variance analysis, factor analysis and path analysis.The empirical results show that the amusement theme park tourist perceived value including six dimensions: functional value, situational value, emotional value, social value, service value and economic value. From structural equation modeling analysis, we found amusement theme park perceived value was significantly positive Effect of tourists satisfaction, amusement theme park perceived value was significantly positive effect on behavioral intentions, amusement theme park tourist perceived value by influencing behavior intention satisfaction far greater than the direct impact on behavioral intentions, amusement theme park visitor satisfaction of significant positive influence behavioral intentions. Studies have investigated the causation between amusement theme park perceived value, visitor satisfaction and behavioral intention.For the amusement theme park tourist tourists form a positive behavioral intention to provide appropriate countermeasures, and for the amusement theme park tourism management practices put forward the corresponding recommendations: enhance the perceived value so that enhanced competitive advantage amusement theme park; implement visitor satisfaction strategy, strengthen the relations between perceived value, tourist satisfaction and behavioral intention.