Acta Geographica Sinica ›› 2010, Vol. 65 ›› Issue (2): 244-255.doi: 10.11821/xb201002011

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An Association Study on Tourists' Cognition, Perceived Value and Behavior Intention Based on Structural Equation Model (SEM): A Case Study of Inbound Tourists in Xi'an City

BAI Kai1; MA Yaofeng1; LI Tianshun1; SUN Tianyu2   

  1. 1. School of Tourism and Environment; Shaanxi Normal University; Xi’an 710062; China; 
    2. School of Science; Northwestern Polytechnical University; Xi’an 710072; China
  • Received:2009-01-19 Revised:2009-09-24 Online:2010-02-25 Published:2010-02-25
  • Supported by:

    National Natural Science Foundation of China, No.40901077; No.40771058


Tourists\' behavior is an important content in the research of behavior geography. Tourists\' experience quality assessment is a sort of cognition evaluation to the destination, and it is the conscious awareness of tourists\' cognition in both rational and emotional aspects, which has a direct impact on tourists\' behavior intention. By building the SEM among tourists\' cognition, perceived value and behavior intention, taking the overseas tourists in Xi\'an city as an example, this paper concludes that, first, individual tourists\' cognitive behavior has a positive correlation with the perceived value and behavior intention. When individual cognitive assessment rises, the individual perceived value correspondingly increases, and this positive correlation results in the same correlation between perceived value and behavior intention, that is to say, the higher the level of individual perceived value, the stronger the behavior intention. Second, tourists\' perceived value on tourism facilities, tourism consumption and tourism attraction are the key elements which dominate tourists\' behavior. Third, the paper not only proves the correlation among tourists\' cognition, perceived value and tourists\' behavior intention in technique level, but also fills a gap in the theoretical and methodological study of the relation between individual cognition and other behavior variables with the generative theory. Obviously it is indicated that individual perceptive assessment level and individual behavior intention have positive correlation, which supports the example of "cognition-impacting-behavior" in experience points as well. The result shows that individual cognition research can predict tourists\' behavior intention properly, which has significant theoretical and practical significance to the research of destination image and other areas.

Key words: tourists&rsquo, cognition, perceived value, behavior intention, inbound tourists, Xi’an

CLC Number: 

  • P90