Scenic Spot Tickets To Study On The Relationship Between The Perceived Value And Willingness To Pay

Tourists choose to visit scenic spot is the entrance fee when in contact with the first link,however,people usually focus on the ticket price change of scenic spots.If the evaluation from the Angle of evaluation of scenic spot tickets,our evaluation can not be only from the perspective of a price,but it should be taken as a whole.So the author selected the taierzhuang ancient city scenic area as the specific research object,from the tourists to the scenic spot tickets perceived value as the breakthrough point,we adopted the method of empirical research from the commemorative value,price perception,emotional value,experience value and risk perception of five dimensions,including the scenic spot all aspects of their own,their own tickets and tourists themselves to study,perceived value directly reflects the tourists' willingness to receive for the scenic spot,and eventually decided to visitor's willingness to pay(WTP)for the scenic spot.First,the author selected topic background and significance of simple elaboration,and to determine the research object,and the thesis research ideas,methods and innovations.Literature review part of the article is mainly for the guests' perceptive value theory including the definition and dimensions of perceived value,this article also includes between perceived value and willingness to pay of theoretical research were reviewed.Secondly,based on the review summarizes the literature on the basis of determining the dimension of the perceived value of tickets,and put forward his own research framework,and the corresponding research hypothesis is put forward,and according to the perceived value dimension of tickets and research framework designed questionnaire,and the data of a preliminary summary statistics and research methods.Again,the author used questionnaire to obtain data for empirical analysis,USES the questionnaire reliability and validity of the test,to verify the validity of the questionnaire data.After using SPSS statistics software in the correlation analysis,regression analysis and variance analysis method to analyze the data,make verification to assume.Got the price perception and risk perception and willingness to pay is significantly negative correlation;Emotional value and experience value and willingness to pay significant positive correlation;Commemorative value had no obvious correlation between willingness to pay and conclusion.Finally,in view of the ancient city of the taierzhuang scenic area development level and the results of empirical analysis,some suggestions were put forward,and summarizes the limitations existing in the research process.