Influence of Customer Perceived Value on Behavioral Intention in Ancient City Bed and Breakfasts: A Case of Lijiang Ancient City Bed and Breakfasts in Yunnan Province, China

Abstract

The objectives of this study were to investigate the influence factors of customer perceived value on behavioral intention and mediating role of customer satisfaction between customer perceived value and behavioral intention of ancient city Bed and Breakfast. The paper took Lijiang ancient city, Yunnan province, China as example. The research was a quantitative research and used a convenient sampling with questionnaires to collect data from 400 Chinese tourists. In this study, the researcher used SPSS 21.0 to analyze the data, and the hypothetical model was tested by the method of Person correlation analysis and multiple regression analysis. The results revealed that five dimensions of customer perceived value had a significant influence on behavioral intention. Among the five dimensions, emotional value was the most important factor influencing tourists’ choice for the stay at ancient city Bed and Breakfast, followed by service value, cultural cognitive value, social value and functional value. The results also revealed that four dimensions of customer perceived value had a significant influence on customer satisfaction, where emotional value had the greatest significant influence on customer satisfaction, followed by functional value, social value and service value. In addition, customer satisfaction plays a partial mediating role between customer perceived value and behavioral intention. Therefore, it can be seen that the the enhancement of customer perceived value would help improve customer satisfaction and establish positive behavioral intention on customers.