How does perception affect the behavior of tourism consumers?

Generally speaking, tourism value is more than the concepts of "balance of benefits" and "benefit". The former thinks that consumers are rational consumers, but according to the professional definition, it is believed that the comparison of tourists' gains and losses in the tourism experience forms the tourism perceived value.

For a general tourist destination, tourists' consumption objects are all kinds of products of the tourist destination, but tourists' travel demand is to gain emotional value by experiencing the natural environment, cultural atmosphere and entertainment activities of the tourist destination, which is the main product of the tourist destination. Therefore, the core tourism products of tourist destinations belong to natural environment, culture and entertainment, which bring tourists the value of physical and mental relaxation, physical exercise and entertainment, and obtain functional value and emotional value from the products.

(2) Satisfaction

Satisfaction is the psychological result of experience and emotional feeling, which is divided into overall satisfaction and attribute satisfaction. Overall satisfaction includes the whole product and service; Attribute satisfaction refers to the satisfaction with the specific attributes of products and services. Its test can directly test the specific level of the results by comparing the results with the expectations. When applied to tourism, the overall satisfaction can be the satisfaction of experiencing all the product or service attributes of a tourist destination.

(3) Behavior intention

Behavior intention is generally defined as revisiting a tourist destination or recommending it to others. Besides perceived value and satisfaction, there are other influencing factors. Tourism destination development, tourism experience and destination experience are all related to behavior intention.

The perceived value of extended data is the subjective evaluation of the utility of a product or service after users perceive the benefits of the product or service and subtract the cost paid when obtaining the product or service.

In fact, this is the core point of what you are trying to achieve to generate value, that is, the underlying logic of finding and solving problems. We will show the way that we think can solve the pain points of users more reasonably, and show the realization path more completely.

In traditional marketing research, "purchase intention" is the core concept of marketing strategy research. From the observation mode of consumers' purchase intention, "quality-value-purchase intention" is one of the most effective methods.

For example, consumers' online purchase behavior, the value of environmental services in retail stores, and the willingness and satisfaction of purchasing tourism services have all performed well; However, through the research in recent years, it is found that the explanation of the purchase behavior of service goods has gradually failed. The reason lies in the intangibility of service, that is, perception deviation. Therefore, how to fully understand customer value and enhance the perceived value in consumers' hearts has become the key to leading customer loyalty at this stage.