Publication Date

Fall 9-28-2016

Document Type

Refereed academic paper for presentation


Behavioral intention has attracted much attention from both the industry and academia. As it is equated with customers' conative loyalty, investigating behavioral intention can give implications for tourism businesses on how to raise consumers’ loyalty and thus lead to profitable development. To have a better understanding of the antecedents of behavioral intention, this study conducted 350 surveys and used structural equation modeling to test the relationships among perceived value, satisfaction, brand love, and behavioral intention. This study found that satisfaction and brand love have similar effects on intention to recommend while the effects of brand love on intention to revisit are much greater than that of satisfaction. Additionally, this study confirmed that perceived value can be used as a predictor of satisfaction and brand love.