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UNESCO designated the Kaiping Diaolou and Villages (Guangdong, China) a World Heritage Site in 2007. As a unique ancient cultural site, Diaolou villages attract large numbers of visitors every year. The purpose of this study was to investigate how perceived value and experience with Diaolou villages would influence tourists’ satisfaction and re-visit intention. Using a sample of 617 visitors, the study found that social, emotional, brand, functional, and monetary values offered by Diaolou villages positively influenced tourists’ satisfaction and behavioral intention. The study contributed to the perceived value literature by validating a multidimensional model of perceived value in ancient village contexts.

Perceived value of, and experience with, a World Heritage Site in China—the case of Kaiping Diaolou and villages in China