Investigating the Relationship between Experience Quality, Perceived Value, Satisfaction, and Behavioral Intentions of Tourists

Since tourism is considered an important industry of the economy, any effective efforts to increase tourists’ satisfaction and create positive behavioral intentions will contribute significantly to the economic prosperity of this industry. The visitors’ behavioral intentions to tourism destinations, as a predictor of visitors’ future behavior, is considered an important variable in tourism literature. Therefore, investigating the factors affecting it can help improve the tourism industry and realize its goals. This research aims to investigate the relationship between experience quality, perceived value, satisfaction, and behavioral intentions of tourists.

Design/methodology/approach: 

The present study is applied in terms of purpose and descriptive in terms of data collection, which was accomplished through the structural equation modeling method based on partial least squares with the help of Smart-PLS 3 software. Data was gathered from 291 visitors in one of Tehran’s museums using a valid questionnaire.

The findings of this study indicate that there is a significant relationship between tourists’ experience quality and their satisfaction with moderate intensity. Moreover, a significant low-intensity relationship can be observed between the perceived value of tourists and their satisfaction. Finally, there is a strong relationship between tourist satisfaction and behavioral intentions.

Based on research findings, the attention of tourism industry practitioners and museum managers to creating diverse experiences in accordance with visitors’ expectations can lead to their behavioral intentions towards revisiting or recommending others to visit tourist destinations. Satisfaction, on the one hand, is a function of tourists’ experience and their perceived value of tourism service, and on the other hand, can affect their behavioral intentions. Therefore, the objective of increasing tourist satisfaction can be achieved by increasing experience quality and improving perceived value, which in turn will lead to positive behavioral intentions of visitors to tourist destinations.

Originality/value: 

The main originality of this study is the investigation of the relationship between experience quality, perceived value, satisfaction, and behavioral intentions of museum visitors.