An Empirical Study On The Relationship Between Tourists’ Perceived Value,satisfaction And Willingness To Revisit

"Red" not only has positive energy and value significance,but also as an important part of red resources,it not only shows the revolutionary martyrs brave struggle,selfless dedication spirit,more importantly,it contains rich red culture,inheriting the revolutionary spirit,carrying the heavy responsibility of The Times.In the new era,we should pay more attention to the development of red tourism resources.Therefore,we should vigorously carry forward the red spirit and revolutionary tradition,and lay a solid ideological foundation with firm belief and lofty pursuit.At the same time,we should actively tap the potential of red tourism resources,improve the service quality and level of scenic spots,and make them become a new driving force of economic growth,a booster of social progress and a guarantee of people’s happiness.In this paper,the revolutionary holy land of Liuyang City is investigated from the perspective of research,and the relationship between tourists’ perceived value,satisfaction and willingness to revisit is analyzed from three aspects,and relevant hypothesis models are constructed,so as to provide some suggestions and enlightenment for red tourism destinations.By collating literatures related to red tourism,referring to the theoretical basis of tourists’ perceived value,satisfaction and behavioral intention as well as previous research results,a hypothesis model was designed and relevant measurement indicators of tourists’ perceived value and satisfaction were selected.Liuyang City in Hunan Province,the holy land of revolution,was taken as the case for questionnaire survey,and a total of 247 valid questionnaires were collected.SPSS26.0,AMOS21.0 and other statistical analysis software were used to verify the results.Descriptive analysis,reliability and validity analysis,difference analysis,structural equation model analysis and mediation effect analysis were mainly used.The empirical analysis results show that tourists’ perceived value includes four dimensions: cultural cognitive value,emotional value,utility value and service value,and each dimension is correlated with tourists’ satisfaction and revisiting intention.According to structural equation analysis,in red tourism,tourists’ perceived value has a significant positive impact on tourists’ satisfaction,and the four dimensions of perceived value have a positive impact on tourists’ satisfaction,among which tourists’ emotional value has the greatest impact on tourists’ satisfaction,but in terms of the impact of tourists’ perceived value on tourists’ willingness to revisit,The affective value of tourists has no significant influence on revisiting intention,while the cultural cognitive value,utility value and service value all have positive and significant influence.In addition,with tourist satisfaction as the mediating variable,all four dimensions of tourist perceived value can indirectly and significantly positively influence the intention of revisiting under the mediating effect of tourist satisfaction.In summary,by analyzing the causal relationship among tourists’ perceived value,satisfaction and revisiting intention,a new way to cultivate tourists’ positive perceived value is opened up for red tourism,and corresponding suggestions and inspirations are put forward for red tourism management practice:(1)Clarify the actual connotation and mechanism of tourists’ perceived value,take effective measures to stimulate tourists’ intrinsic motivation and improve tourists’ satisfaction,and help red tourism managers and related enterprises clarify the differences according to the evaluation content of difference analysis(tourists with different ages,incomes,educational backgrounds,travel times and visits).Thus,some ideas are provided for the red tourism destination to find the characteristic competitive advantages.(2)Enhance the emotional value of tourists,enrich the cultural connotation of Liuyang red tourism scenic spots,improve the service quality of red tourism scenic spots and tourists’ cultural cognition,create a good experience value and tourists’ willingness to visit again,innovate the system of red tourism products,integrate the advantages of red tourism resources,tap the characteristics of Liuyang red tourism resources,and develop new tourism products with local cultural characteristics.