Study On The Influence Of Pricing Strategy Of Tea Manor Tourism Product On Tourists' Perceived Value

With the transformation of the main social contradictions into the growing needs of the people and the unbalanced development,tourists have put forward higher requirements for the perceived value of leisure and entertainment.Therefore,how to meet the perceived value of people's tourism,but also bring benefits to the tourism industry is extremely important.Although the tea manor is a tourism model that integrates tourism,leisure and other functions developed from the European manor model,it also has its own characteristics.In particular,some tourism's products of tea manor tourism that had emerged have enabled tourists to relax in recent years.At the same time,the improvement of tea quality and service quality has also increased the perceived value of tourists.Moreover,how to scientifically price tourism products has attracted many academic researches.This study takes Guoxin Green Valley,Tea manor of Gao Jianfa,Tea manor of Baoma,Tea manor of Empereur,Tea manor of Chotea Weis and Tea manor of Green and Gold Forest as research sites.The influence of the pricing strategy of tourism's products of tea manor on the perceived value of consumers,and explores the mediating role of perceptions of price fairness between the pricing strategy and perceived value.The content of this study is divided into three parts.The first part is the design of questionnaire and data collection.Combining with the actual situation of tourism's products of tea manor,and drawing on the basis of domestic and foreign consumers' perceived value and perceptions of price fairness as the mediator variable,we adjusted the partial perception value,and used the mediation effect model as the basic model by adding service value,emotional value,tourism resource value,social value,ecological value,and brand safety value.Moreover,perceptions of price fairness were used as the mediator variable,and theoretical model of the mediator variable was constructed.The second part is the data analysis through using SPSS and AMOS software,including the descriptive analysis,the reliability analysis,the validity analysis and structural equation modeling for studying the relationship between different pricing strategies,price fairness and perceived value of tea manor.At last part,we used the structural equation model for proposing 23 hypotheses,and used the Bootstrap's method to verify the mediation effect model that established in this paper.Based on the three parts that were mentioned above,we drawn the results as 5 parts: 1.The Cronbach's ? coefficient of all the variables tested is higher than 0.6.Moreover,we found that the value of Cronbach's ?(if item deleted)except for BSV1(but the CITC value was greater than 0.5,it was retained),the Cronbach's ? values of the other variables were not higher than those before the deletion.Therefore,through the reliability analysis,the reliability level of this research scale is good.2.After the principal component analysis of 8 latent variables,the KMO values were between 0.642 and 0.734.At the same time,after the spherical test of Bartlett's,the significance was found to meet the test requirements.3.Different pricing strategies of tourism's products of tea manor have significant influence on the fair perception of tourists' prices,and have different influences on consumers' perceived value.4.The fair perception of tourists' price has a significant positive impact on perceived value and has a significant intermediary role.5.Different pricing strategies have a significant positive impact on perceived value.Price fairness is an intermediary variable.The price fair has no significant impact on the social value,ecological value and brand safety value of tourists.