Impact of tourist perceived value on tourist satisfaction and loyalty: Focusing on university student traveled abroad

Abstract

The adventurous spirit is stronger in one’s twenties than for other generations, and the culture of overseas tourism is growing with backpackers or social partners. Therefore, this study examined the effect relationship between perceived value (functional value, emotional value, and precious value) of the three sub-dimensions of perceived value, tourist satisfaction, and loyalty. Tourists’ satisfaction was affected by tourist perceived value that, in turn, had a positive association with loyalty. The survey was conducted for 15 days from November 1 to November 15, 2018. Of the 250 questionnaires collected during the survey period, 211 questionnaires were used for final analysis, excluding those with unreliable answers. As a result, all hypotheses are supported and there was a positive relationship between functional value, emotional value, and precious value of three sub-dimensions of perceived value, tourist satisfaction, and loyalty. Based on these results, this study identified the influence factors on the tourism behavior of young people by first identifying the relationship between perceived value of functional, emotional, and precious value, satisfaction, and loyalty of people in their twenties traveling to Southeast Asia. By doing so, it provides meaningful theoretical implications in the field of tourism marketing. In addition, this study provides some meaningful practical implications.