A Research On The Impacts Of Product Involvement And Perceived Value On Festival Tourists’ Experience Quality

With the arrival of experience economy,tourism experience has been studied gradually profound.The study focuses have moved from its connotation,characteristics and signification to the measurement and evaluation of its quality,which means the research method,has shifted from being qualitative to being quantitative.The study adopted quantitative method and took Guangzhou Mid-Autumn Lantern Festival as an example to study the relations among product involvement,perceived value and experience quality.Basing on perceived value as the mediating variables,the study continued to analyze the impact mechanism of tourists’ product involvement on experience quality.Hence,the study firstly defined the related concepts clearly and analyzed the related research achievements on involvement,perceived value and experience quality to determine the research objects and meaning.And then,this thesis established its theoretical framework by reviewing and analyzing the theory of product involvement and perceived value.Further,the framework and the specific implementation programs of this study were clarified.Demonstrating the research hypotheses,conducting the specific surveys and questionnaires as well as analyzing data were attached more importance.Subsequently,the study used SPSS17.0 statistical software to analyze the survey data,adopting factor analysis,mean comparison,validity analysis,correlation analysis,regression analysis and other mathematical statistical analysis.The correlations among product involvement,perceived value,and experience quality were analyzed.Finally,the study drew the main conclusions,pointed out the research limitations and expected the future research.