游客的期望价值是游客对节事活动的期待,希望在节事活动中获得的事物,而游客的感知价值是游客参与节事的实际感知体验。本文以都江堰猕猴桃节为例,基于游客期望和感知价值的角度,借鉴游客体验的感知价值量表,将乡村节事活动中游客的期望和感知进行对比分析,提出合理的改进措施,进一步提升乡村节事活动的举办质量,从而达到预期效果。 The expected value of tourists is the expectation of tourists on festival activities, the things they want in festival activities, and the tourists’ perceived value is the actual perception experience of tourists participating in festival. Taking Dujiangyan kiwifruit festival as an example, based on the tourists’ expectation and perceived value, this paper uses the perceived value scale of tourists’ experience to compare and analyze the tourists’ expectation and perception in rural festival activities and puts forward reasonable improvement measures to further promote the festival Activities organized by the quality, so as to achieve the desired results.