중국 문화유산관광 관광객을 대상으로 한 서비스품질, 지각된 가치, 만족도 및 행동의도 간의 구조적 관계

Structural Relationships Among Service Quality, Perceived Value, Satisfaction, and Behavioral Intention among Visitors to Chinese Cultural Heritage Tourism Sites

Purpose - This study investigates the structural relationships among service quality (HISTOQUAL), perceived value, satisfaction, and behavioral intention at the Summer Palace in Beijing, aiming to provide insights to improve cultural heritage tourism experiences. Design/Methodology/Approach - Using Frochot & Hughes’s HISTOQUAL model, service quality was assessed through five dimensions. A survey of 428 Chinese visitors was conducted from December 2024 to January 2025, and data were analyzed using SPSS 27.0 and AMOS 29.0 through structural equation modeling. Findings - The results indicate that educational value, communication, attractiveness, and consumability significantly influence functional value, while communication and attractiveness significantly impact social value. Furthermore, both functional and social values have a significant effect on tourist satisfaction and behavioral intention. In contrast, convenience did not significantly affect functional value, and neither educational value nor consumability significantly influenced social value. These findings suggest that in the context of cultural heritage tourism, authenticity and traditional attributes are perceived as more important than modern conveniences. Research Implications - The study offers empirical evidence on cultural heritage service quality perception and provides practical implications to enhance tourist satisfaction and promote sustainable heritage tourism.