Research On Perceived Value Of Tourist Destinations In Rural Tourism Destinations Based On The Theory Of "Pathway-Purpose"

As a public service facility,the tourist destination of the rural tourist destination is the medium for exchanging the tourist destination with the tourist information.It has the function of facilitating the inquiry,standardizing the service and enhancing the image of the tourist destination.However,the current research on the tourist center of rural tourism mainly concentrates on the design of architecture and function,and the lack of perceived value of tourists' perspective.This paper attempts to obtain the "Zhongyi Grand Canyon Village Visitor Center in Zhejiang Province as an example from the perspective of tourists," based on the customer value theory and the "route-purpose"theory to the public service facilities of the tourist center in rural tourism A Study on the Relationship between Visitors' Perceptual Value and.The first chapter introduces the research background,significance,research content and innovation.Chapter 2 to Chapter 3,introduce the theoretical basis of the article,sort out the relevant literature,and define the relevant concepts.In the fourth chapter,we design the measurement scale and use the ladder method to explore the hierarchical relationship between tourists' perceived value of tourist destination in rural tourism and put forward the hypothesis.The data were collected by questionnaire,and the dimension value of each level was extracted by factor analysis.The relationship between "attribute-result" and "result-value" was verified by multiple regression,and the visual level of the Grand Canyon Visitor Center was established by visualization model.The fifth chapter introduces the status quo of the Grand Canyon Village Visitor Center and the related improvement measures.Chapter 6,review the main process of the article,summarize the full text.First,the perceived value of tourists for the Grand Canyon Village Visitor Center has a hierarchical relationship,that is,the value perception of the attribute layer significantly affects the value perception of the result layer,and the value perception of the result layer significantly affects the value perception of the target layer.Second,the structural value chart shows that the tourists are more concerned about the service and function of the rural visitor center.The perceived value model shows the quality of service and the functional value has the greatest influence on the functional results and the psychological value of the psychological results,and the role of safety and quality of life,But the perceived value of tourists is generally low.Thirdly,the perceived negative impact of the value of the visitor center attribute layer is perceived,and the cost perception affects the ultimate value perception of the visitor.Fourth,the perceived value hierarchy of "result layer-purpose layer" is weaker than "attribute layer-result layer".Fifthly,based on the field investigation and empirical analysis,this paper summarizes the current situation of the construction of the rural tourist center in China,summarizes the current situation and the existing problems of the operation of the Grand Canyon Village Visitor Center,and puts forward some countermeasures in combination with the future development trend of the village tourism in the Grand Canyon Village.1?Highlight the needs of tourists,optimize the tourist center function structure.Improve staff service quality,strengthen the interaction between subject and object;focus on the logo system of creative and user-friendly design,to eliminate the shoddy rural products.2?Show the details of the country,highlight the theme of rural tourism characteristics.Scattered layout information dissemination station to ensure that information dynamic,joint tourists "from the media" to strengthen publicity.3?Rationalization of fees,innovation and marketing methods;the development of innovative services,the rational use of idle resources.