A Study On The Perceived Value,Satisfaction And Consumer Behabior Intention Of Tourist Souvenir

Because of its superior geographical location and rich tourist resources,Thailand has become one of the most famous tourist resort in the world as the growth of the number of inbound tourists.Thai international tourist foreign exchange income is increasing.As one of the six elements of tourism activities "shopping" plays an important role in tourism activities and it is often one of the important means to generate income for tourism in the region.And tourist souvenirs as a kind of high added value of tourism commodities in the tourist shopping spending often takes up a large proportion,it brings considerable economic benefit and social benefit make tourism souvenirs in the position in the development of tourism products is higher and higher,its broad development prospect and huge development potential has attracted the attention of a great tourism developers.In this study is the relationship between perceived value,satisfaction and consumption behavior intention of consumer tourist souvenirs was studied by empirical analysis.This paper by collecting the related literature at home and abroad and carries on the comb research progress and status in the field have a certain understanding of and combined with the research purpose of this study will eventually consumers perceptions of value of tourist souvenirs mainly divided into functional value,emotional value,situational value,aesthetic value,experience value and perceived cost six dimensions,the consumer behavior intention into again purchase intention and willingness to pay and willingness to recommend three dimensions and build the relationship between perceived value and consumer behavior intention and satisfaction research model.Finally,based on the research model referring to the relevant literature at home and abroad the questionnaire was designed and the field investigation was conducted.Finally,the obtained data was empirically analyzed with SPSS 23.0 and the results showed that:(1)The consumer perceived value of the function value,emotional value,situational value,aesthetic value,experience value five dimensions have significant positive effects on satisfaction and perceived cost has obvious negative effects on satisfaction;(2)The perceived value of the function value,emotional value,situational value,aesthetic value,experience value five dimensions are significant positive influence on consumer behavior intention can effectively promote consumers tendency of repurchase and recommendation intention and willingness to pay and the cost of perception has a significant negative impact on consumer behavior intention;(3)Satisfaction has an obvious promotion effect on consumption behavior intention.For the empirical analysis results the research on consumers perceived value as the center and combining the actual situation proposed Thailand should protect tourist souvenirs function value the value and reasonable use of situational value fully excavate cultural connotation and reasonable pricing and strengthen the guiding suggestion by the results of the study hopes to Thailand related personnel and government departments in reasonable development souvenirs the benign development of the tourist market rectify Thailand tourism market order,etc.to provide the certain reference significance.