The Study On The Optimazing Of Red Tourism Product In Huaihua City Based On Perceived Value Of University Students

Red Tourism is flourishing in the end of 20th century in China.With the promulgation of the third phase“The Outline of the Development Program of National Red Tourism",red tourism activities are flowering around the country,presenting the booming trend.On the one hand,red tourist promotes the economic development of local tourism,on the other hand,it established a broad coverage and a good public foundation nationwide,which has successfully aroused the red memory of Chinese people and achieved remarkable results.It can be said that red tourism,gradually,has become a flourishing and promising tourism pattern.However,at present,tourists' demand for red tourism is becoming more and more advanced,diversified,specialized while red tourism product is still in the primary stage.There is a big gap between the output of red tourism and the demand of tourists.Firstly,the mismatching between supply and demand of red tourism leads to a low level of consumption.Consequently,the red tourism experience and demand of tourists can never be fully satisfied.Secondly,red tourism resources fail to fully exert their effectiveness.The optimizing of red tourism product has become an inevitable trend to meet the development of market and the demand of tourists.The perceived value of tourism experience of tourists has a profound influence on the behavior of tourists' red tourism consumption,which has a significant impact on the sales of red tourism products and the marketing of red tourism.Therefore,it is of great theoretical and practical significance to study the optimizing of red tourism products based on the point of perceived value among university students.In accordance with the realistic background of the development status of red tourism in huaihua city,Hunan province,with the entry point of perceived value among university students,with the clew and summary of the domestic and foreign literature of red tourism and tourist perceived value,and with the situation of economy and characteristics of red tourism product in Huaihua,Hunan province,this paper assumes preliminarily that the perceived value of red tourism is consisted of five dimensions,which are functional value,social value,educational value,affect value and experiential value.In the basis of the measurement scale of perceived experience value of tourism,the perceived value scale of red tourism of Huaihua city is designed,the questionnaire is distributed and data is collected,as well as the questionnaire data is processed though the statistical analysis software of SPSS 19.0.In the part of data analysis,first of all,the construction of five dimensions of perceived red tourism is discovered by dint of the EFA(exploratory factor analysis).Next,through the analysis of dimensions,the conclusion follows the fact that the degree of recognition of five dimensions and their variables from tourists are different。The descending order of the degree of recognition is experiential value,educational value,affect value,functional value and social value.Finally,according to the research conclusion,this paper proposes the ideas of optimizing red tourist product from the viewpoints of the-functional value,social value,educational value,affect value and experiential value.