Study On The Tourism Product Perceived Value And Its Relationship With Behavioral Intention Based On The Online Reviews

With the thriving development of tourism e-commerce,online transaction has become an important pattern of products trade of tourism,at the same time,it also greatly increases the uncertainty of tourism consumers for products and services compared with the traditional way of trading.Therefore,the transformation of marketing method and the improvement of service quality have drawn the attention of online businesses in recent years.Perceived value,relying on the research variables of psychology and the feature of service marketing,proposed in 1990 s,and the content of which has been recognized as the third wave of concept research following the research of service quality and customer satisfaction in service marketing research field.The researches on perceived value mainly concentrate on traditional physical commodities and service industries,besides,some scholars have started researching perceived value of website,however,seldom do they put their attention on tourism website,much less do they spare their attention on the network text perspective.This paper started with the entry point basing on comments of online review text from tourism website,and the relationship between perceived value ?satisfaction and behavior intention were also studied by using text mining technology and content analysis method from the perspective of text semantic.It aims to provide some references and suggestions in order to promote tourism website evaluation system and improve tourism products which can better serve customers.Firstly,some concepts were defined on the foundation of review on perceived value and research on online comments,in addition,fundamental theories,such as online travel consumer purchase decisions,customer value balance and customer delivery-value etc.were elaborated which provide the theoretical supports.Secondly,Gooseeker was deployed to catch online comments information and content analysis method was used to classify and establish perceived price quantity combined with some theories so as to extract the latitude of online travel products price perception.Thirdly,the mode of the relationship between perceived value and behavior Intention was established after reading a large number of references and verified by data analysis.Last,according to the analysis conclusion,certain references and the suggestions were provided to travel websites and travel related businesses from the perspective of enterprise,correctly guide customers comments and reduce the potential of tourism customers purchase perception risk.