Empirical Study On Experience Value And Satisfaction Of Self-driving Tourists In The Expressway Service Area

The expressway service area is not only an essential rest place for self-driving tourists,but also an important supporting facility for developing global tourism and building global tourist destinations.On the one hand,the prosperity of tourism can bring unprecedented opportunities for the construction of expressway service area and the development of scenic spots,but it also makes higher requirements for the service of expressway service area.The expressway service area can provide services for different vehicles and occupants on the expressway,but also stimulate the local material demand and increase employment opportunities,which has become a window for local specialty sales and advertising,creating economic and social benefits for the region.Against the background,this paper attempts to build a tourist experience value model in expressway service area.And based on the empirical research,it discusses the difference of self-driving tourists’ perception of service experience value on expressway,in order to establish the relationship among experience value and satisfaction,behavior intention.To begin with,it takes the self-driving visitors as the research object,the customer experience theory as the basic theory guidance,combined with the expressway service area characteristic to construct the relationship model among experience essential factor,experience value,the tourist satisfaction,and the behavior intention.On this basis,it puts forward six hypotheses.Secondly,it collects the data by questionnaire,and then empirically analyzes the data obtained from the questionnaire through SPSS 21.0.Thus,the relationship among the factors of expressway service area,the experience value,the satisfaction degree of self-driving visitors and the variables of behavior intention is obtained.Therefore,the following conclusions are drawn: on the one hand,it probes into the difference of different demographic variables of self-driving visitors in expressway service area,and explains the difference of the influence of different demographic variables on the experience factors,experience value,satisfaction degree and behavior intention.On the other hand,it discusses the relationship among experience factors,experience value,tourist satisfaction and behavior intention of expressway service area.The results show that the experience factors and the experience value havesignificant positive influence on the satisfaction and behavior intention of the self-driving tourists,and the satisfaction of the self-driving tourists has a significant positive influence on the behavior intention.It also calculates the regression equation model between the variables and extract the key factors that affect the tourists’ experience value.Then it verifies the model of self-driving tourists’ experience satisfaction degree,and realize the exploratory research on the self-driving visitors’ experience value in expressway service area.Finally,by analyzing the results of empirical research,from the perspective of the managers in expressway service area,this paper puts forward some suggestions for improving service quality,enhancing experience value and tourist satisfaction,and creating cultural tourism expressway service area.