Night tourism generated under the background of tourists’ consumption demand transformed and 24 hours economy development. This study researched the classification of night tourism products in recent and selected Chinese most representative example which called Zigong Lantern Festival to research the tourist perceived value effect on behavior intention at night tourism. After the survey, 308 questionnaires were collected and examined by SPSS 18.0. The findings indicate that multidimensional value-including “Price appropriate perception”, “Condition value”, “Emotion value”, “Culture epistemic value” and “Social value” enables organizers to better understand visitors’ evaluative perceptions regarding lantern festival and night tourismproducts.
I. Introduction
II. Literature Review
III. Methodology
IV. Data Analysis and Results
VI. Conclusion and Suggestion
References
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