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Yunhao Cui,Xiang Kai,Jianbo Zhang KOREA INSTITUTE FOR HUMANITIES AND SOCIAL SCIENCES 2024 Journal of Global Area Studies Review(GAS) Vol.3 No.1
Tourism, as one of the fastest growing industries in the world in the 20th century, has gradually become an industry with high cultural taste, tourist satisfaction and comprehensive benefits. The analysis and study of the interrelationships among tourists' satisfaction, perceived value, and behavioral intentions are fundamental to enhance the profitability and competitive edge of tourist destinations. Objective: This paper aims to study the relationship between tourists' perceived value and behavioral intentions from the perspective of tourist satisfaction in Zhangye Global Geopark through empirical analysis, and provide some development suggestions for the development of Zhangye World Geological Park. Methods: This paper focuses on tourists' satisfaction and employs literature review, field investigation and empirical analysis. It chooses the Zhangye Global Geopark in China as a case study to conduct field research. Then it establishes an evaluation index system for the park's visitors, and empirically analyzes the relationships between tourists' satisfaction, perceived value, and behavioral intentions. Results: The results indicate that tourists' perceived value indirectly affects their behavioral intentions through tourists' satisfaction, which serving as a complete mediation between perceived value and behavioral intentions.