Perceived Value and Behavioral Intention of Chengde homestay tourists based on Cognition-Affection-Conation

Abstract

Against the backdrop of the new era, changes in tourism consumption demand have led tourists to prefer diversified, autonomous, and personalized tourism products and services in the process of tourism experience. They long for in-depth experiences as well as emotional identification and communication during travel. As a new industrial form emerging in China in recent years, the homestay industry has become a major attraction for tourists because it integrates beautiful scenery, creativity, and comfort, and each establishment has its own unique characteristics. Perceived value, as a comprehensive evaluation made by tourists of the perceived benefits and losses of tourism products or services in a specific context, is a source of competitive advantage. To achieve sustainable development of tourist destinations, exploring the formation mechanism of tourists' positive behavioral intentions has become an important research topic in both academic and industrial circles. Based on the "cognition-emotion-intention" relationship theory, this article explores the relationship between perceived value, satisfaction, place attachment, and behavioral intention among Chengde homestay tourists. Using quantitative research methods, questionnaire surveys, random sampling, descriptive statistical analysis, reliability and validity analysis, variance analysis, factor analysis, correlation analysis, and regression analysis, 450 questionnaires collected from tourists who have experienced Chengde star-rated homestays were analyzed. The results show that the behavioral intentions of homestay tourists are directly affected by place dependence, place identity, and perceived value, while indirectly influenced by tourist satisfaction. These findings provide reference value and significance for homestay owners, management departments, investors, local residents, and homestays in other regions.