The Value Path of "Lying Flat" Leisurely Travelers Based on the Means-End Chain
In order to understand the psychological value path of "lying flat" leisurely travelers and promote the transformation and upgrading of niche tourism destinations and the upgrading of tourism products,based on the theory of means-end chain,the paper adopts the soft laddering interview method to obtain 10 attributes,9 consumption results and 6 value objectives of leisurely tourists' destination value paths,thus four value paths were summarized:"food-characteristic experience-happy mood" path,"natural environment-fun and beauty-happy mood/relaxation" path,"travel relaxation-change of life-relaxation" path,"accommodation-cost-effective-enjoying life" path. Finally,according to the value path and the characteristics of "lying flat" tourism,this paper puts forward suggestions on the transformation and upgrading of Niche tourism destinations in terms of increasing urban leisure places and facilities,strengthening the development of leisurely tourism products and atmosphere,and reinforcing the recognition of "lying flat" tourism.
means-end chainpaths of value for touristsleisurely travelersniche tourism destinations
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