THE HIERARCHY RELATIONSHIP MODEL OF TOURISTS PERCEIVED VALUE ON TOURISM DESTINATION
ZHANG Hong-mei1,2, HONG Juan1,2, ZHANG Wen-jing1,2
1. College of National Territorial and Tourism, Anhui Normal University, Wuhu 241000, China;
2. Center for Tourism Planning and Research, Anhui Normal University, Wuhu 241000, China
Abstract Consumer value is thought as a next source for competitive advantage. So far, tourist perceived value researches mostly put total value dimensions in the same hierarchy. That is not good to understand the concept deeply and improve the perceived value operationally. Based on "means-end" theory, this study tests the relationship between dimensions of destination attribute level and experience consequence level by regression analysis. In particular, this study develops a measurement scale for the tourist perceived value by focus group interview and reference review. This process identifies the two levels of tourist perceived value: destination attribute level and experience consequence level. Destination attribute level includes five dimensions: service, landscape/environment, tourism infrastructure, activity and cost. Experience consequence level includes four dimensions: pleasure/beauty/knowledge, national identity, social consequence and cost consequence. Take Wuhu city, Anhui province as a case, the trained graduate students conduct a survey face to face in the main attraction Fangta World. The regression analysis results show that tourist perceived value of destination attribute has significant influence on perceived experience consequence. Landscape/environment and cost are the two most important factors which influence the experience consequence of Chinese tourists. Landscape/environment has significant effect on all four experience consequence dimensions on 0.01 or 0.01 level. Cost has significant effect on three of four experience consequence dimensions on 0.05, 0.01 or 0.01 level. The other two destination attribute dimensions which have significant effect on experience consequence are activity and service. Activity influences pleasure/beauty/knowledge on 0.001 level and cost consequence on 0.01 level. Service influences pleasure/beauty/knowledge on 0.05 level and social consequence on 0.01 level. Tourism infrastructure only influences social consequence. The theoretical and managerial value is discussed in the end of the paper.
2012, Vol. 27 
