基于顾客价值的湖北省旅游定价营销策略研究

湖北省旅游资源非常丰富,景观类型多种多样,堪称旅游资源大省。尽管拥有如此丰富的旅游资源,湖北省旅游行业发展,仍然存在不少问题,与其他旅游强省相比还有很多差距。本文在有关顾客价值研究的基础上,区分了顾客期望价值和顾客感知价值的不同含义,提出了基于顾客价值的湖北省旅游价格组合策略。

Hubei province is very rich in tourism resources.It has various landscapes,known as one of big tourism resources provinces.Despite of its so abundant tourism resources,Hubei＇s tourism development is still involved with many problems.Compared with other strong tourism provinces,Hubei still has a lot of differences.Based on the result of the previous research on customer value,this article has distinguished different meanings of both Customer Expecting Value（CEV）and Customer Perceived Value（CPV）,and come up with the price combination strategy of Hubei tourism based on customer value.