Tourists' Perception of Cultural Value in Destinations  Impacting Satisfaction and Behavioral Intentions

Limin Fang; Shahriman Zainal Abidin; Li Weiting; Zahirah Harun

doi:10.21834/e-bpj.v10i31.6546

Authors

Limin Fang College of Creative Arts, Universiti Teknologi MARA (UiTM), Malaysia
Shahriman Zainal Abidin Formgiving Design Research Group, Universiti Teknologi MARA (UiTM), Malaysia
Li Weiting Art and Design, Hunan Institute of Humanities and Technology, China
Zahirah Harun College of Creative Arts, Universiti Teknologi MARA (UiTM), Malaysia，

DOI:

https://doi.org/10.21834/e-bpj.v10i31.6546

Keywords:

Behavioral Intentions, Ceramic Culture Perception, Structural Equation Modeling, Visit Satisfaction

Abstract

This paper investigates the interrelationship among tourists' cultural value perception, satisfaction, and behavioral intentions in the context of Jingdezhen's ceramic cultural tourism. Through the application of structural equation modeling (SEM), this study empirically examines the critical factors influencing cultural value perception and their subsequent effects on tourist satisfaction and post-visit behavior from the visitors' perspective. In conclusion, the results demonstrate that five distinctive dimensions - ceramic cultural space, ceramic cultural history, ceramic art life, ceramic art experience, and ceramic art products-significantly enhance tourists' perception of Jingdezhen's ceramic culture.

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