A Value, Affective Attitude, and Tourist Behavioral Intention Model

Considered as having a great impact on consumer behavior, value has received limited empirical attention. Moreover, the effects of values that influence tourist behavior have also received limited empirical attention. The current study aims to investigate the influence of value on affective attitude and behavioral intention toward tourism destinations. The survey, operated on outbound Chinese tourists, indicated that values, both internal and external, had significant impacts on tourist behavioral intention toward destinations. Nonetheless, only internal value exerts a significant influence over the affective attitude of tourists toward visiting destinations. The relationship between external value and tourist attitude was not significant. Practical and theoretical implications are also discussed.