Abstract
We took tourism as the research object and used structural equation modeling to examine the influence of perceived discrimination, loss of face, customer value, tourism intention, and sense of power on the consumption experience. Participants were 717 holidaymakers recruited from several major tourist attractions in China. The results were as follows: (a) Both loss of face and customer value had a mediating effect on the relationship between perceived discrimination and travel intention; (b) loss of face and customer value had a chain mediating effect on the relationship between perceived discrimination and travel intention; and (c) sense of power had a moderating effect on the relationships between perceived discrimination and loss of face, and between perceived discrimination and customer value. Suggestions are provided for practitioners to improve marketing performance.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Social Behavior and Personality: an international journal
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
