When the First Choice Is Unattainable: A Study on the Value Reconstruction Process and Behavioral Intention of Functionally Substitutive Tourism among Generation Z
DOI:
https://doi.org/10.54097/2kkp1d05Keywords:
Pingti Tourism (affordable alternative tourism), Substitute Satisfaction, Expected Gap Compensation, Value Reconstruction, Behavioral IntentionAbstract
The global tourism industry is shifting from “destination accessibility” to “experiential substitutability.” Amid consumption moderation, the continuous upgrading of tourist demand has rendered functionally substitutive tourism a key solution to mitigate the supply–demand imbalance in tourism, with the “pingti” (affordable alternative) tourism market developing rapidly. Focusing on functionally substitutive tourism, this study constructs a value reconstruction model involving substitute satisfaction, value reconstruction, expected gap compensation, and behavioral intention, and proposes relevant research hypotheses. Empirical analysis was performed through questionnaire surveys, using SPSS 27.0 and AMOS 23.0 for data processing. The findings show that substitute satisfaction exerts a significant positive effect on value reconstruction; value reconstruction plays a mediating role between substitute satisfaction and behavioral intention; and expected gap compensation positively moderates the relationship between substitute satisfaction and value reconstruction. Finally, practical development suggestions are proposed based on the research results, along with discussions on the study’s limitations and future research prospects.
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