The Influence of Rural Tourists’ Perceived Value on Behavior Intention: A Case Study of Henan Province, China
Article Sidebar
Main Article Content
Abstract
Rural tourism has emerged as a significant leisure activity, receiving national policy support and becoming a key pathway for rural revitalization. However, it still faces notable challenges in accurately capturing visitor needs and systematically enhancing perceived value. To address this core issue, this study draws upon Walter Mischel's Cognitive-Affective Processing System (CAPS) theory to construct a “Cognitive-Affective-Behavioral” research framework. By integrating visitor perception theory and defining dimensions of perceived value in rural tourism based on Henan Province's development context, the study formulates research hypotheses. Using convenience sampling, this study selected rural tourism visitors in Henan Province as the research sample and collected 395 valid questionnaires. Findings indicate: 1) Perceived value significantly and positively influences both visitor satisfaction and behavioral intention; 2) Visitor satisfaction also significantly and positively impacts behavioral intention; 3) Visitor satisfaction mediates the effect of landscape value on behavioral intention.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in articles in the Journal of Arts of Management It is the responsibility of the author of the article. and does not constitute the view and responsibility of the editorial team I agree that the article is copyright of the Arts and Management Journal.
References
Beard, J. G., & Ragheb, M. G. (1980). Measuring leisure satisfaction. Journal of Leisure Research, 12(1), 20-33. https://doi.org/10.1080/00222216.1980.11969416
Bu Mai’er Yan, K. (2020). The impact of perceived value in rural tourism on satisfaction and loyalty[Master’s thesis, Xinjiang University].
Engel, J.F., Blackwell, R.D., & Miniard, P.W. (1995). Consumer behavior (6th ed.). Dryden.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory And research. Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382-388. http://dx.doi.org/10.2307/3150980
Gallarza, M.G., & Gil Saura, I. (2006). Value dimensions, perceived value, satisfaction, and loyalty: An investigation of university students’ travel behaviour. Tourism Management, 27, 437-452. http://dx.doi.org/10.1016/j.tourman.2004.12.002
Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 1, 1-22.
Hair, J., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: Indeed, a Silver Bullet. Journal of Marketing Theory and Practice, 19, 139-151. https://doi.org/10.2753/MTP1069-6679190202
Hao, L. (2018). The influence of tourist perceived value on post-tourism behavioral intentions[Master’s thesis, Lanzhou Jiaotong University].
Jiao, Y. (2021). Zhang Guying's survey on tourists' perception and satisfaction of rural tourism[Master’s thesis, Central South University of Forestry and Technology]. https://doi.org/10.27662/d.cnki.gznlc.2021.000596
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 5–55.
Liu, Q., Wang, X., & Liu, J. (2022). Study on the relationship among tourist perceived value, satisfaction and environmental responsibility behavior in Forest Park. Ecological Economy, 38(2), 137-141.
Peng, D., & Xiao, Q. (2022). Study on the relationship between perceived value, satisfaction, and behavioral intention of B&B tourists —— Take Zhangjiajie as an example. Journal of Urban Studies, 43(2), 39-46.
Pizam, A., Neumann, Y., & Reichel, A. (1978). Dimensions of tourist satisfaction with a destination Area. Annals of Tourism Research, 5, 314-322. https://doi.org/10.1016/0160-7383(78)90115-9
Sun, F., & Jia, Y. (2020). Influence factors of residents' political trust from the perception of tourism community residents—based on the explanation of social exchange theory. Journal of Beijing Institute of Technology (Social Sciences Edition), 22(4), 90-99. DOI: 10.15918/j.jbitss1009-3370.2020.6643
Sung, H. H., Morrison, A. M., & O’Leary, J. T. (1996). Definition of adventure travel: Conceptual framework for empirical application from the providers’ perspective. Asia Pacific Journal of Tourism Research, 1(2), 47-67. https://doi.org/10.1080/10941669708721975
Swan, J. E., Trawick, I. F., & Carroll, M. G. (1981). Effect of participation in marketing research on consumer attitudes toward research and satisfaction with a service. Journal of Marketing Research, 18, 356-363. https://doi.org/10.1177/002224378101800309
Tam, J. L. M. (2004). Customer satisfaction, service quality, and perceived value: An integrative model. Journal of Marketing Management, 20(7-8), 897-917. https://doi.org/10.1362/0267257041838719
Teoman, D., & Anna, S. M. (2005). The role of affective factors on perceived cruise vacation value. Tourism Management, 26(3), 311-323.
Zhang, C. (2021). A study on the influence mechanism of tourists’ perceived value of ecotourism on their behavioral intention. China University of Mining and Technology. https://doi.org/10.27623/d.cnki.gzkyu.2021.000138
Zhang, S. (2024). A study on the influence of tourists' perceived value of rural tourism products on purchase intentions[Master’s thesis, Hebei University]. https://doi.org/10.27103/d.cnki.ghebu.2024.001241
Zhao, J. (2022). Research on the relationship between the perceived value of rural tourism products in Yiyuan County, satisfaction, and behavioral intention[Doctoral Dissertation, Qingdao University]. https://doi.org/10.27262/d.cnki.gqdau.2022.002733
Zhong, Q. (2022). Research on the relationship between perceived value, satisfaction, and behavioral intention of tourists in public libraries[Master’s thesis, Chengdu University]. https://doi.org/10.27917/d.cnki.gcxdy.2022.000245
Zhou, X. (2020). A study on the relationship between perceived value, satisfaction, and behavioral intentions of island tourists: A case study of mainland tourists in the Palau Islands[Master’s thesis, Guangdong University of Finance and Economics].
http://doi.org/10.27734/d.cnki.ggdsx.2020.000272
Zhu, H. (2019). Research on enhancing rural tourism service quality in Sanya from the perspective of tourist perception[Master’s thesis, Hainan Tropical Ocean University].
