EXAMINING THE EFFECTS OF PERCEIVED VALUE ON BEHAVIORAL INTENTION OF GREEN TOURIETS IN HULUNBUIR GRASSLAND, CHINA
DOI:
https://doi.org/10.21837/pm.v23i36.1752Keywords:
Perceived Value, behavioral Intention, TPB, Green TourismAbstract
This paper reviews relevant research on green tourism, extends the Theory of Planned behavior (TPB) model, perceived value, and Stimulus-Organism-Response (SOR) theory, and develops a mechanism model to investigate how perceived value influences green tourists' behavioral intentions in the context of the Hulunbuir Grassland. To address the research gap concerning the underlying mechanisms influencing tourists’ behavioral intentions in the context of green tourism, this study collected and analysed data from 311 green tourists. Statistical techniques were employed to examine the data, and Structural Equation Modeling (SEM) was used to test the proposed hypotheses and validate the theoretical framework. Empirical findings indicate that perceived value consists of four dimensions—environmental, emotional, functional, and social value—with environmental value exerting the strongest positive influence on green tourists’ behavioral intentions. However, the effects of behavioral attitude and perceived behavioral control on behavioral intention were found to be statistically insignificant, whereas subjective norms exhibited a significant influence. The primary contribution of this study lies in the integrated application of the Theory of Planned Behavior (TPB), perceived value theory, and the Stimulus–Organism–Response (SOR) framework to the context of green tourism. This comprehensive theoretical model underscores the pivotal role of perceived value in shaping tourists’ behavioral intentions. This provides a scientific basis and practical guidance for policy formulation aimed at green tourism development in Hulunbuir Grassland, thereby promoting its sustainable tourism growth. The novelty of the research stems from its comprehensive analysis of these roles of environmental, emotional, functional, and social values in green tourism through a multidimensional approach to perceived value, addressing gaps in existing literature and enhancing the understanding of factors affecting green tourists' behavioral intentions.
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