Study On The Experience Value Of Mountain Resort Tourism, Degree Of Satisfaction And Revisit Intention

With the development of society and rapid pace of life, people who live in the downtown where water and air are polluted severely lack of physical exercises. However, increasing income and the regulation of vacation with paid encourage people to spend their holidays in the mountains region to release their pressures, which brings the development of travel in mountain region at high speed. Although the sources of the mountain are prosperous, the severe competition in the traveling market,the homogenization of traveling market and narrowing cost difference force some enterprises to look for the ways to breakthrough and alter the conception of traditional products.Considering the real situation from the angle of customers, these enterprises adjust their thinking and optimize products. It is significant for a company to consolidate regular customers in the long term.This thesis is created from the view of experiencing value of customers, proposing and verifying an assumption on the relationship of traveling experience and revisiting willingness, which is the conceptual modle of this thesis. The purpose of thesis is to give some suggestions on how to optimizing traveling products in the mountain region.Dawei Mountain, a representative traveling mountain region in Hunan province, is investigated at the spot. Through the questionnaire investigation, 201 effective questionnaires are collected. According to the facorial analysis, variance analysis, correlation analysis and regression analysis on these effective statistics by SPSS20.0, conclusions are made asfollows.In the first place,experience of mountain resort tourism includes envi ronment of communication, vacation security,vacation facilities,landscape aesthetics,vacation atmosphere and the quality of commodity. In the second place, these six experience elements have positive effect on the sense of satisfaction,among which the vacation atmosphere has greatest influen ce on tourist experience. This is consistent with characteristic of originali ty of mountain tourism.In the third place, environment of communication,vacation security,vacation facilities,landscape aesthetics,vacation atmosp here have a role in revisit intention.However,there isn’t any link between the experience of visitors on the quality of co mmodity and revisit intention.According to above analysis, optimizing suggestions for the traveling products in the mountain region traveling are presented in the thesis. First of all, it is benefit to protect original environment sources and make sustainable development. In the second place, it is significant to expand traveling market and enrich promoting methods. Moreover, it is necessary to enlarge lifecycle of traveling products. The last but not least,it is profitable to improve the experiencing value of mountain region traveling and promote revisiting willingness of visitors.