Effects Of Tourist Experience On Buying Intention: A SEM Analysis Based On PLS

摘要

Achieving high quality travel experience and experience value is the dominant purposes for every tourist participating travel activities. Shopping, one of the important constitutes of travel activities, also greatly contributes to tourist experience. The paper focuses on experience value and perceived value from merchandise purchasing, these two components of customer value in tourist shopping environment. The results of the research suggest that four components of tourist shopping experience have significant influence on perceived value. Meanwhile, customer value strongly affects tourist purchase intension.