Tourist Perceived Value, Relationship to Satisfaction, and Behavioral Intentions: The Example of the Croatian Tourist Destination Dubrovnik

Perceived value, satisfaction, and loyalty are essential concepts for running a successful and profitable modern company, and therefore defining a model of perceived value and value dimensions is a primary goal of marketing management. The theoretical propositions in this article are tested in relation to the tourist destination of Dubrovnik, Croatia. The author has defined a model of tourist perceived value, satisfaction, and behavior intentions. The model was tested using the structural equation modeling. The results show a significant effect of perceived value on the satisfaction and intended future behavior of tourists. In addition, tourists' perceived value associated with Dubrovnik was affected primarily by destination appearance, followed by the emotional experience, while the impact of cost was significantly lower.