Abstract
The purpose of this paper is to explore loyalty and satisfaction of international tourists visiting Shanghai with tourism services through five experience value dimensions: functional value, price value, emotional value, social value and novelty value. A questionnaire was used to gather data from 166 international tourists visiting Shanghai during September-October, 2016. The measures were taken and adapted from William & Soutar (2009), and Prebensen & Rosengren (2016). Data was analyzed using SPSS 24 and SmartPlS 3.2. The results confirm a direct and significant relationship between experience value and its five dimensions. Although all the dimensions of experience value had a significant indirect effect on satisfaction and loyalty, the study showed that international tourists in Shanghai worry more about the emotional, social, and novelty value a service can offer rather than the price or functional value.
Highlights
Considered to be one of the most popular travel hubs, and the economic and financial center of China, Shanghai has been seen as a city of contrasts, where tradition and modernity converge
The direct effects demonstrated that emotional value has the highest effect on experience value (β = 0.402), together with functional value (β = 0.4310), which reaffirms past research (e.g. Prebensen and Rosengren, 2016; Gallarza et al, 2015); followed by social value (β = 0.288), and novelty value (β = 0.250), price value (β = 0.133) had a less significant effect showing that tourists/consumers are not very sensitive to the price, this may be because international tourists visiting Shanghai bought a tourism package during the pre-trip stage and they do not perceive price as affecting his or her experience that much
The study showed that all the dimensions of experience value have an indirect effect on satisfaction, an d loyalty, but they do not share the same level of statistical significance
Summary
Considered to be one of the most popular travel hubs, and the economic and financial center of China, Shanghai has been seen as a city of contrasts, where tradition and modernity converge. This cosmopolitan metropolis is divided by the Huangpu River, and it is this geographic feature which has influenced the formation of the city’s center. It is common to hear foreigners complaining about the quality of a restaurant, shops overcharging them, crowded routes, forced shopping, or about the toilets All these barriers influence, in one way or another, the way tourists/consumers
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