摘要:感知价值是决定旅游者行为决策的关键因素，对旅游产品开发及市场营销具有重要价值。本文在对国内外关于旅游者感知价值的研究进行总结的基础上，通过对南京甘熙故居旅游者进行关于感知价值的抽样调研，并对数据使用SPSS软件进行因子分析，将甘熙故居旅游者感知价值分为四个维度：景区服务质量、商品价格、资源特色与可达性以及情感价值，并运用单因素方差分析方法分析了各个细分人群在感知价值维度上的差异。研究发现，不同年龄阶段的旅游者因为价值观念的差别对于商品价格以及情感价值两个维度的感知价值有显著性差异；不同月收入的旅游者对于景区服务质量以及资源特色与可达性两个维度有显著性差异。
关键词：遗产博物馆; 旅游者感知价值; 甘熙故居; 维度结构
Abstra：The perceived value is a key factor in decision-making for tourist behavior,and it is of great value for tourism product developing and marketing. Based on the rewiew of the result of domestic and abroad articles of tourists perceived value, we made a questionnaire of tourists to Nanjing Ganxi former residence on the perceived value. And carrying on factor analyze to the data using SPSS software. According to the survey, we find that tourists perceived value can be divided into four dimensions : service quality of scenery, commodity, resource characteristic and accessibility and emotional value. And then we made a detailed analysis of difference between various sub-group in perceived value dimension through one factor analysis of variance. Research discovered that, there are statistics difference on commodity price and emotional value between tourists of different age because of different consumption idea. Meanwhile, there are statistics difference on service quality of scenery and resource characteristic and accessibility between tourists of different monthly pay.
Key words: Heritage Museum; Tourists' Perception value; Ganxi former residence; dimension structure
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