The Impact of Customer Perceived Value on Behavioral Intention in Ningxia Wine Tourism

Su  Wenwen; Norhidayah Azman

doi:10.51699/cajitmf.v6i4.994

Su Wenwen Master of Management, Graduate School of Management, Management and Science University, University Drive, Off Persiaran Olahraga, Section 13, 40100, Selangor, Malaysia
Norhidayah Azman Faculty Business and Professional Studies, Management and Science University, University Drive, Off Persiaran Olahraga, Section 13, 40100, Selangor, Malaysia.

DOI: https://doi.org/10.51699/cajitmf.v6i4.994

Keywords: Customer Perceived Value, Behavioral Intention, Ningxia, Wine Tourism

Abstract

Wine tourism is a separate type of tourism that combines elements of agriculture, culture, cuisine, and leisure activities like travelling and eating. Additionally, it has developed into an important component of the tourist business all over the world. Wine tourism is gaining popularity as a result of its ability to satisfy a variety of demands, such as sightseeing, self-improvement, health, and leisure activities. This is due to the fact that travellers are increasingly looking for high-quality travel experiences. Over the course of the 1990s, there has been a significant acceleration in the growth of research in this area, notably in Western nations, with Australia serving as an example. The research that Chinese academics are conducting on wine tourism are mostly qualitative in nature at the moment, and they do not include an in-depth analysis of the demand from tourists. A significant disparity between theoretical frameworks and practical requirements has emerged as a consequence of this research gap, which has therefore led to difficulties such as homogenous competition and a weakening of overall competitiveness in the wine tourism industry. Given this environment, examining the motivational structure of wine tourism and its impact on behavioral intentions bears great academic and practical value.

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