The Influence Of World Cultural Heritage Tourism Experience On Tourists' Behavioral Intention: A Case Study Of Ama Temple In Macau

Abstract

Nowadays, World Heritage Sites are attracting more and more attention from all over the world due to their unique values. By studying tourists at the A-Ma Temple in Macau, a World Heritage Site, the influence of tourism experience on behavioral intention is studied. In research process, questionnaire survey method was used, and the data collected were analyzed by SPSS28.0 and AMOS28.0. The relationship among the "Tourism Experience Items - Tourists' Perceived Value - Tourists' Behavioral Intention" was also explored. Study reveals that sense, feel as well as act experience of world cultural heritage tourism experience influence perceived value; tourists’ perceived value directly influences behavioral intention; think experience of world cultural heritage tourism experience affects behavioral intention. Lastly, suggestions were proposed for enhancing tourism experience at world cultural heritage sites based on results.