Research On The Influence Of Tourist Perceived Value Of Tourism Cultural And Creative Products On Tourism Consumption Behavior Intention

With the establishment of the ministry of culture and tourism,cultural and tourism integration has become the main trend of China’s future tourism development.Culture is the core,tourism is the platform,and tourism cultural and creative products are the best form of cultural and tourism integration.But at present,in addition to the Palace Museum tourism cultural and creative commodities,tourism cultural and creative commodities of other scenic spots in China are difficult to establish a positive image in people’s mind,has become a constraint on the development of the domestic cultural tourism industry "soft help".Tourism cultural and creative products are supposed to bring tourists a good experience,but they have become the most frequently mocked,complained and complained link in China’s tourism activities.In view of this article in the Palace Museum tourism culture and commodity as the object of empirical study,based on the tourists perceived value theory,to explore the tourist perceived value of tourism wen gen goods how to influence tourists’ satisfaction and consumer behavior intention,visitors’ satisfaction on the perceived value to play what role between consumer behavioral intention and in the tourists’ satisfaction and perceived value relationship between whether has the regulation,rich according to the related theories.The results show that: first,the four dimensions of perceived value,namely functional value,cultural value,creative value and perceived cost,have a significant positive impact on the satisfaction of tourists.Secondly,the functional value,cultural value and creative value of tourists’ perceived value can significantly positively affect the consumption intention of tourists,while the perceived cost has a significant negative impact on the consumption behavior intention of tourists.Thirdly,tourists’ satisfaction has a significant positive impact on tourists’ consumption intention.Fourth,tourists’ satisfaction plays a mediating role between tourists’ perceived value and consumption behavior intention,while Internet word of mouth has no moderating effect on the research model.Based on the above research conclusions,this paper draws practical enlightenment and provides some constructive Suggestions for tourism cultural and creative enterprises and tourist attractions to design their own tourism cultural and creative commodities.