Research On The Influence Factors And Promotion Mechanism Of Tea Tourism Comsumption Satisfaction Under The Perspective Of Customer Perceived Value

Tea industry is one of the traditional industries in our country,but now it is faced with such difficulties as high energy consumption,low utilization of resources,lack of industrial extension,backward production methods,limited scientific and technological contribution and disjointed market production and marketing.In order to break the bottleneck of industrial development and meet the needs of the experience economy era,the tea culture tourism industry came into being.At present,the main qualitative research in the field of tea culture tourism in the concept,significance,planning and research,there are few in the consumer perspective,do a quantitative research on the tea culture tourism will.Therefore,from the consumer point of view,it is of some value to explore the tea culture tourism will.Taking the destination image,tourist perceived value and tea culture and tourism willingness as the research contents,this study chooses the tea culture tourist attractions in Hangzhou area as the research area,and uses a variety of research methods to clarify the logical relationship between the three variables.First of all,around the tea culture tourism,destination image,perceived value,willingness of tea culture tourism in the four main contents of the literature review,summarizes the previous research results,the concept of research variables,and establishes the conceptual model of this study.Then,based on the existing research results,the research hypothesis of this paper is put forward.Secondly,a comprehensive questionnaire of destination image,tourist perceived value and tourism willingness scale is designed,and the questionnaire is predesigned,officially released and collected.Then,using SSPS17.0 software to analyze the data collected on the assumptions for further verification,the final draw:destination image influence on perceived value is significant,but the image of the destination in different latitudes on perceived value of different latitude explanation is different:Landscape image significantly affects emotional,cognitive and functional values.Entertainment image significantly affects social,cognitive and functional values,and cultural image significantly affects social and cognitive value.Objective the effect of the terrain image on the tea cultural tourism will is significant,but the different latitude of the destination image has different explanatory power to the tea cultural tourism intention.Among them,the landscape image and service image did not significantly affect the willingness of tea culture tourism,while the entertainment image had an impact on the choice of tea culture tourism and revisit willingness,and the cultural image had an impact on the willingness to recommend.The impact of tourist perceived value on tea culture tourism intention is significant.Emotional value significantly influences recommendation intention,social value significantly affects selection,revisit and recommendation intention,and cognitive value significantly influences selection and revisit intention.With different demographic characteristics,there will be differences in the perception of the destination image,the perceived value of tea culture tourism and the tea cultural tourism will.Finally,based on the research findings,this paper puts forward the promotion mechanism of Tea Tourism Consumption Satisfaction:1.The optimization mechanism of tea brigade landscape.(2)the mechanism of improving the quality of service.(3)the diversified mechanism of supporting activities.(4)the mechanism of tea culture transmission.