中西方文化遗产旅游者感知价值差异研究

A Study on the Difference of Customer-perceived Value of Chinese Culture Heritage Tourists and the Western

通过多维度多指标体系构建了文化遗产旅游者感知价值的测量量表,对比分析了中西方游客的感知价值差异。研究发现文化遗产旅游者感知价值由效率价值、质量价值、成本价值、服务价值、社会价值与享乐价值六个维度构成,除成本价值与感知价值负相关外,其他均正向影响感知价值。中西方游客在质量价值、成本价值和享乐价值的感知上存在显著差异。

This paper examines Customer-perceived Value differences between Chinese and Western culture heritage tourists based on exploring the inner dimensions and conducting scale measurement. The finding shows that the Customerperceived Value of culture heritage tourism is consisted of six dimensions： efficiency, quality, cost, service, social and play, among which all the others affect the Value positively except cost. It is also found that there are significant difference in quality, cost, play perceived by Chinese and Western culture heritage tourists.