Research On The Impact Mechanism Of Tourism Destination Competitiveness Preception From The Perspective Of Tourists' Experience Value

Destination competitiveness has been a hot spot in the study of tourism.At present,most the researches of destination competitiveness are studied from the perspective of supply side,but lacks research from the perspective of demand side.By constructing a structural equation model,this paper analyzes the influence mechanism of destination competitiveness from the perspective of customer experience value.The importance of this paper is analyzes the influence mechanism of destination competitiveness from the perspective of customer experience value,it's a supplement to existing research on destination competitiveness,the other is to measure the Ritchie&Crouch model from the tourists perspective.The main content of the article includes two parts:one is to build a model including three variables the tourist experience level,tourist experience value,destination competitiveness;the other is setting tourist participation as a moderator to analyzes the relation of tourist experience level and tourist experience value.The paper selected the Lijiang and Sanya tourist as the object of investigation,the questionnaire survey to end up with 385 valid questionnaires,analyzing data with SPSS and Amos.The result shows that the tourists experience levels has a positive significant influence on tourist experience value,tourists experience value has a positive significant influence on destination competitiveness.Further research shows that the tourist functional experience has a positive significant influence on tourist functional experience value;the tourist emotional experience has a positive significant influence on tourist emotional experience value;the tourist social experience has a positive significant influence on social emotional experience value.Tourist experience value has a significant impact on tourists perception of environment competitiveness;tourist experience value has a significant impact on tourists perception of core attraction competitiveness;tourist experience value has a significant impact on tourists perception of auxiliary resource competitiveness;tourist experience value has a significant impact on tourists perception of destination management competitiveness.The analysis of the moderating effect of the tourists' participation shows that the higher the participation degree,the stronger the customer experience value to the customer experience.The moderating effect of customer entity participation is not significant;Customer mental participation plays a significant role in moderating the relationship between customer experience and customer experience value;Customer emotion participation plays a significant role in moderating the relationship between customer experience and customer experience value...