GEOGRAPHICAL RESEARCH ›› 2011, Vol. 30 ›› Issue (4): 735-746.doi: 10.11821/yj2011040015

• Earth Surface Processes • Previous Articles     Next Articles

Tourists' perception value and behavior intention in mega-events based on structural equation model (SEM): A case study of 2010 Shanghai World Expo

WANG Chao-hui, LU Lin, XIA Qiao-yun   

  1. Tourism College of Anhui Normal University, Wuhu 241003, Anhui, China
  • Received:2010-12-05 Revised:2011-02-22 Online:2011-04-20 Published:2011-04-20

Abstract: Based on the analysis of the survey data of domestic tourists in Shanghai World Expo, the paper constructs a structural equation model for measurement dimensions of tourist perception value, behavior intention and revisit intention in the World Expo, and it further tests and verifies the relationship among them. The study concludes that, firstly, tourists' perception value in World Expo includes six measurement dimensions: service value, aesthetic value, utility value, joviality value, perception of price and convenience value. Secondly, tourists' behavior intention has a positive correlation with utility value, service value, and joviality value in measurement dimensions of perception value, but the effects of aesthetic value, perception of price and convenience value on behavior intention are not apparent. Thirdly, tourists' revisit intention of permanent Expo has a positive correlation with utility value, service value, joviality value and convenience value in measurement dimensions of perception value, but the effects of aesthetic value and perception of price on revisit intention are not apparent. Fourthly, in the dimension of tourists' perception value, the utility value is the key element which dominates tourists' intention and revisit intention of permanent Expo. Constructing a structural equation model of tourists' perception value and behavior intention and making a deep study on it will be of great theoretical and practical significance to the sustainable development of international mega-event tourism in China.

Key words: mega-events, perception value, behavior intention, revisit intention, Shanghai World Expo