The Effect of Cultural and Educational Perceived Value on Intangible Cultural Heritage Tourists' Behavioral Intentions: The Mediating Role of Positive Emotions and Satisfaction
Description
Culture and education are two very critical aspects of intangible cultural heritage tourism. However, previous research has not yet explored the impact of intangible cultural heritage tourists’ cultural and educational perceptions on tourism experience. Therefore, this study proposes and validates a structural model including cultural perceived value, educational perceived value, behavioral intention, and two mediators, which are positive emotions and satisfaction. Empirical data were collected using the on-site questionnaire survey method (n=439). The results show that the cultural perceived value and educational perceived value of intangible cultural heritage tourists have a positive impact on positive emotions and satisfaction. Positive emotions and satisfaction positively influence behavioral intentions. In addition, cultural perceived value and educational perceived value indirectly affect the behavioral intentions of intangible cultural heritage tourists through positive emotions and satisfaction. However, the mediating effects of positive emotions and satisfaction are different. This study enriches the understanding of the relationship between perceived value and behavioral intention of intangible cultural heritage tourism tourists. It inspires tourism management and suggestions for managing intangible cultural heritage tourism destinations.