The Relationship Of Study Tour Motivation,Perceived Value,Behavioral Intention Of Chinese Adult Comsumers

Culture is the soul in tourism,while tourism is the most important way for culture development and communication.Study tour as the important carrier of cultural inheritance,along with the growth of cultural tourism,the increase of tourists who attracted spiritual experience,become more and more popular in today.Study tour as sunrise industries of tourism,such as international travel,and all kinds of special study tour are now running all over in China.With the strategy of One Belt and One Road comes,the government values the development of cultural industry,and more attention will be pay to the cultural tourism,such like study tour.No doubt that study tour will become the next breakthrough point of economic growth.However,the limited of current study in industry,the bad situation of current industry,the obscure definition of study tour and the complexity of the products of study tour,which may misunderstand what customer need and weaken the competitive advantage of industry.Thus,this paper divided Chinese adult tourists into sub-markets which could serve as reference for the industry or other related,to sharpen the competitive edge for development of study tour.In addition,this study develop the model which describe the relationship between the study tour motivation,perceived value and behavior intention,to help industry work out corresponding countermeasures.According to the information and literature collected,this paper clarify the different types of study tour,its origin and development,then define the concept of study tour.In addition,this paper review the study related to travel motivation,perceived value and behavior intention.With the related theoretical research and empirical research,this paper develops a study tour motivation scale,and then design the questionnaire for the study of Chinese adult consumers.Based on previous studies and relevant theories,this article explores the components of study tour motivation.Empirical study by factor analysis,result six dimensions,respectively,motivation for increase knowledge,motivation for national identity,motivation for learning and certification,motivation for show off,motivation for relationship,motivation for relax and leisure.Moreover,Based on the market segmentation theory,divided Chinese adult tourists into five sub-markets,which are communication and increase knowledge type,type of cultural experience,type ofrelax and leisure,type of cultural explore,type of certification and learning,type of social show off.This study examines the study tour motivation,perceived value and the causal relationship behavioral intention.Result shows that study tour motivation significantly influence the behavioral intention,study motivation significantly affect the perceived value and perceived value significantly influence the behavioral intention.Besides,perceived value acts significantly mediating effect in the model.