乡村游客感知价值相关综述及市场拓展策略探究

Review of Rural Tourists' Perceived Value and Discussion of its Market Expanding Strategies

本文通过对乡村游客感知价值的相关理论及实证研究的梳理,分析了旅游前、中、后不同阶段游客的感知价值及相关影响因素,提出要通过合理的营销刺激和有效的期望管理、数字化产品信息和可视化产品特点、丰富旅游活动和提升服务设施、重视售后服务和建立沟通渠道等策略来提升乡村游客感知价值,拓展乡村旅游消费市场。

By summarizing the empirical researches and the relevant theories of rural tourists’ perceived value, this paper analyzed both rural tourists’ perceived value and its influences in different tourism stages, proposed that those tourism enterprises can increase rural tourists’ perceived value and further expand the rural tourism market by using some strategies： making a proper marketing stimulation and taking an effective management of the costumer expectations; Digitizing products’ information and visualizing products’ features; Enriching tourism activities and upgrading tourism facilities; Attaching great importance to after-sales service and establishing communicating channels.