A Study Of Custom Tourists' Behavior Intention From The Perspective Of Dynamic Customer Value

One of the direct interests of the sustained and rapid development of Chinese economy to the common people is the increasing number of people's discretionary income.This makes tourism become more and more popular.On the other hand,it makes people's personalized demand for tourism more and more prominent.In this context,customized travel agencies such as growing up like bamboo shoots after a spring rain in all parts of the country,the development of custom tourism also like a raging fire in China,research on custom tourism academic circles also gradually increased,such as online custom custom tourism,tourism product development,tourism and other mass customization.However,most of these studies are from the enterprise perspective,starting from the angle of tourists is still relatively small,therefore,according to the custom of tourists' perceived value as a starting point,based on dynamic customer value theory,to study the custom tourist behavior intention.This study uses a combination of theory and empirical method,first of all,on the basis of combing the relevant literature,through the targeted in-depth interview and the text analysis of tourists' evaluation of the tour website,the composition dimension of the perceived value of custom-made tourists is extracted.Then,according to the conclusions of previous studies,the custom-made tourists' sense is put forward.Secondly,the measurement scale of the perceived value of custom-made tourists is developed and revised by pre investigation.Again,the custom tourist perceived value measurement scale is distributed to the tourists who have experienced custom tourism in all parts of the country,and the number of empirical investigations is made.Finally,according to the above conclusions,we put forward some suggestions for the development of customized tourism enterprises.The research results show that:(1)custom tourist value consists of service value,quality value,hedonic value,individual value,brand value and cost value six dimensions;(2)custom tourism,tourist perceived value in service value,quality value,hedonic value,individual value and brand value has a positive effect effects on the behavioral intention,while the cost value has a significant negative impact on behavior intention;(3)custom tourism,tourists are all dimensions of perceived value on behavior intention has significant positive effect;(4)compared with custom custom tourism after tourism,tourists' perceived value,service value after effect of increasing value,hedonic value,personalized brand value and cost value on behavior intention,and influence the quality of value on behavior intention is reduced.According to the above conclusions,this paper proposed tourism enterprises should pay attention to the guarantee of the quality of customized custom tourism products in product development,and provide a high level of customized travel services;in marketing should pay attention to the consumption concept and the target groups in the light of its general trend in enterprise management It differs from man to man.;should establish a standardized management system,and fostering good service personnel.