The role of perceived value in understanding tourist experience and post experience at heritage destinations

Abstract

Purpose: This research aims to develop and test the theoretical model of the use of Means-end theory in the creator of a tourism-coordinated value chain that integrates the concept of memorable tourist experience, perceived value, affective commitment, storytelling behavior and destination loyalty. This study used Means-end theory approach by reviewing perceived value in understanding memorable tourist experience and post-experience behavior (perceived value, tourist satisfaction, affective commitment, storytelling behavior and destination loyalty). In particular, this research examined the influence of variable memorable tourist experience, perceived value, tourist satisfaction, affective commitment, and storytelling behavior on destination loyalty. Design/Methodology/Approach: The population of this research was all tourists who had visited the tourist attraction of Borobudur temple, Magelang Regency, Central Java, Indonesia. The number of samples used was 437 people who were selected with certain considerations, namely tourists who had visited Borobudur Temple at least once. Data collection was carried out in August-October 2020 using google form. This research used SEM analysis tool which was operated by the AMOS application. Finding: The results showed memorable tourist experience that had significant effect on Perceived Value, Storytelling Behavior, Affective Commitment, and Destination Loyalty. Simultaneously, Perceived Value had a significant influence on Storytelling Behavior, Affective Commitment, and Destination Loyalty. Secondly, Storytelling Behavior also had significant effect on Destination Loyalty.