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【Abstract】This article will propose a tourists experience assessment framework of the east foothill of Helan mountain winery which involves building a research model to assess winery tourists experience that includes perceived value， satisfaction and hotel guest future intention components. This article intends to explore the experience of tourists in the east foothill of Helan mountain winery， and based on a pilot study of 52 tourists of the east foothill of Helan mountain winery to test the validity and reliability， thus to detect whether the proposed model and questionnaire is feasible.
【Key words】Perceived value; Satisfaction; Future Intention; the East Foothill of Helan Mountain Winery
【作者簡介】韩超（1988.10-），女，汉族，宁夏银川人，北方民族大学管理院，助教，硕士，研究方向：旅游管理。
I. INTRODUCTION
In the 21st century， more and more people recognize the importance of tourism. The tourism industry has become an extremely popular business activity， because of its extraordinary growth rate globally. Mowforth and Munt （2015） for example pointed out that the tourism industry can have a significant influence on a country’s economy development. Similarly， Giaoutzi （2017） argued that tourism business have positive growth prospect presently and would continue to do so in the future.
Overall， it is sensible to assert that the tourism industry can play an important role in the global economy， especially in some developing countries and regions. The development of tourism has driven the economic development of related industries and brought employment opportunities. With the continuous development of the experience economy， more and more researchers are paying attention to the development of the production area from the perspective of customers. The development of the east foothill of Helan mountain winery promotes global tourism and smart tourism in the country， and it develop under the national strategy of “the Belt and Road”. The existing researches on the east foothill of Helan mountain winery are multi-faceted and diversified.
In relation to the east foothill of Helan mountain winery， Jiang and Zhang （2011） indicated that wine tourism industry of the east foothill of Helan mountain had great potential to develop and had a bright future. As for the east foothill of Helan mountain， it have the necessary elements to attract tourists， natural landscape and human landscape. As an important element of tourism， one of the crucial issues for tourism destination operators is how to attract more tourists to revisit or recommend the tourism destination to others. This is also relevant for the winery of east foothill of Helan mountain. In terms of the research subject， this article intends to explore the experience of tourists in the east foothill of Helan mountain winery. It is anticipated that using the tourists in the east foothill of Helan mountain winery will elicit beneficial results and may provide the inspiration for enhancing the winery performance. The winery tourism in the east foothill of Helan mountain is growing rapidly， and has become a significant contributor to global tourism and local tourism. Meanwhile， the east foothill of Helan mountain winery have the necessary prolific natural landscape and human landscape to attract tourists.
II. LITERATURE REVIEW
The main aim of this article is to evaluate tourists visit experience in terms of their perceived value， satisfaction and future intention. This will be achieved by establishing and testing a model of tourists visit experience that encapsulates the components of perceived value， satisfaction and hotel guest future intention. This section oversimplify reviews the post-consumption tourist visit experience assessment process， which involving research framework and relevant constructs of this article.
Zeithaml （1988） defined perceived value as “the consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given”. Grewal， Monroe and Krishnan （1998） stressed that perceived value can be described as a trade-off. Moreover， Lovelock （2000） based on Grewal et al. （1998） pointed out that perceived value can be seen as the “trade-off” between perceived benefits and perceived costs. Perceived value plays an important role in assessing tourists’ behaviour （Jamal， Othman，
【Key words】Perceived value; Satisfaction; Future Intention; the East Foothill of Helan Mountain Winery
【作者簡介】韩超（1988.10-），女，汉族，宁夏银川人，北方民族大学管理院，助教，硕士，研究方向：旅游管理。
I. INTRODUCTION
In the 21st century， more and more people recognize the importance of tourism. The tourism industry has become an extremely popular business activity， because of its extraordinary growth rate globally. Mowforth and Munt （2015） for example pointed out that the tourism industry can have a significant influence on a country’s economy development. Similarly， Giaoutzi （2017） argued that tourism business have positive growth prospect presently and would continue to do so in the future.
Overall， it is sensible to assert that the tourism industry can play an important role in the global economy， especially in some developing countries and regions. The development of tourism has driven the economic development of related industries and brought employment opportunities. With the continuous development of the experience economy， more and more researchers are paying attention to the development of the production area from the perspective of customers. The development of the east foothill of Helan mountain winery promotes global tourism and smart tourism in the country， and it develop under the national strategy of “the Belt and Road”. The existing researches on the east foothill of Helan mountain winery are multi-faceted and diversified.
In relation to the east foothill of Helan mountain winery， Jiang and Zhang （2011） indicated that wine tourism industry of the east foothill of Helan mountain had great potential to develop and had a bright future. As for the east foothill of Helan mountain， it have the necessary elements to attract tourists， natural landscape and human landscape. As an important element of tourism， one of the crucial issues for tourism destination operators is how to attract more tourists to revisit or recommend the tourism destination to others. This is also relevant for the winery of east foothill of Helan mountain. In terms of the research subject， this article intends to explore the experience of tourists in the east foothill of Helan mountain winery. It is anticipated that using the tourists in the east foothill of Helan mountain winery will elicit beneficial results and may provide the inspiration for enhancing the winery performance. The winery tourism in the east foothill of Helan mountain is growing rapidly， and has become a significant contributor to global tourism and local tourism. Meanwhile， the east foothill of Helan mountain winery have the necessary prolific natural landscape and human landscape to attract tourists.
II. LITERATURE REVIEW
The main aim of this article is to evaluate tourists visit experience in terms of their perceived value， satisfaction and future intention. This will be achieved by establishing and testing a model of tourists visit experience that encapsulates the components of perceived value， satisfaction and hotel guest future intention. This section oversimplify reviews the post-consumption tourist visit experience assessment process， which involving research framework and relevant constructs of this article.
Zeithaml （1988） defined perceived value as “the consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given”. Grewal， Monroe and Krishnan （1998） stressed that perceived value can be described as a trade-off. Moreover， Lovelock （2000） based on Grewal et al. （1998） pointed out that perceived value can be seen as the “trade-off” between perceived benefits and perceived costs. Perceived value plays an important role in assessing tourists’ behaviour （Jamal， Othman，