Abstract
This study investigates Chinese tourists’ perceived value of the Chinese calligraphic landscape in tourism settings. Four-hundred and twenty-two valid questionnaires were randomly collected among Chinese tourists in a touristic site with a calligraphic landscape in China. Four dimensions of perceived value of calligraphic landscape are proposed and identified: functional tangible value, functional intangible value, social value, and emotional value. In addition, this study suggests that functional intangible value and emotional value of a calligraphic landscape play significant roles in affecting tourist satisfaction and loyalty. A one-way analysis of variance reveals that the perceived value of a calligraphic landscape varies across tourists with different levels of liking for and familiarity with Chinese calligraphy.
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