Research On The Evaluation Of Perceived Value Of Online Custom Tourism

The rapid development of information technology,has brought rapid changes in the tourism market.With the consumption concept gradually improved,personalized consumer demand is popular widespread.With the group tour form has been unable to meet the psychological needs of potential consumers,custom travel emerged.Facing the new tourism consumption market,part of the online travel companies to play the unique advantages in resources,to integrate of online travel and new custom tour,make it become a new direction for the development of tourism.However,not all online travel operators are successfully obtained by this model,if you can not meet the customer's perception of its core value,investment losses will gradually increase more.Further analysis of the China's online custom tourism products perceived value from customers in the process of the development,marketing and user experience is an important way to improve the quality of our online custom tourism.This paper is divided into six parts,the specific contents are as follows:The first part introduces the background and significance,reviews the research status of online custom tourism,reviewed and summarized the related concepts and theories,this paper put forward the research methods,expounds the research framework of this article.The second part introduces the theoretical basis in this paper,and the related concepts are summarized.The third part of the development of online custom tourism are analyzed,including the development of online custom tourism,significance and development patterns and characteristics are summarized.The fourth part of the establishment of the online customization tourism perceived value evaluation system for the analysis of the fuzzy comprehensive evaluation method and AHP method used the instructions to do an introduction.The fifth part is the case study on ctrip.com custom tourism products as the research object,introduces the ctrip.com custom tourism product market conditions,and through the questionnaire survey on ctrip.com custom tourism product gives a comprehensive evaluation for the evaluation results.The sixth part put forward the strategies of improving ctrip.com custom online tourism product perceived value.The last part is the conclusion,summarizes the main viewpoints of this paper,points out the shortcomings of the study.This paper analyz the perceived value of the online custom tourism,finally draws the following conclusion:Firstly,from the comprehensive evaluation results,the proportion of perceived value and emotional value perception of online custom tourism is larger,tourists' the actual utility and emotional experience of custom tourism products is good,compared with them,the trust and perceived value of the evaluation results is weaker,it needs to be improved.Secondly,with ctrip custom tourism products as an object of case study,summed up some related suggestions of online customization tourist perceived value in our country,including:to improve the effectiveness of online custom tourism products;to ensure the scale of online tourism product customization;to improve the interaction of tourists in the tourism process customization;to strengthen safety in the pocess of visitors participating online customization tourism;to enhance the sense of achievement aftre the visitors completed customized travel,to promote the development of tourism online customization.