Perceived value of, and experience with, a World Heritage Site in China—the case of Kaiping Diaolou and villages in China

A study on the UNESCO World Heritage Site Kaiping Diaolou and Villages (China) reveals that tourists' satisfaction and intention to revisit are significantly influenced by multiple perceived values, including social, emotional, brand, functional, and monetary. These factors collectively shape visitors' experiences and behavioral intentions, validating a multidimensional model of perceived value in ancient village contexts. The research, based on a survey of 617 visitors, contributes to the understanding of how diverse values interact to enhance tourism outcomes at culturally rich heritage sites.

Zhang, L., Yang, S., Wang, D., & Ma, E. (2020). Perceived value of, and experience with, a World Heritage Site in China—the case of Kaiping Diaolou and villages in China. Journal of Heritage Tourism, 17(1), 91–106. https://doi.org/10.1080/1743873x.2020.1820014