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The purpose of this study is to examine the structural relationship among the destination attractiveness, perceived value and loyalty of Japanese tourists. In this study, 2 hypotheses based on literature reviews were employed. Questionnaire was also developed based on the previous study. Data were collected from Japanese tourists. Then the data and hypotheses were examined using structural equation modeling(SEM) by AMOS. The results are as follows. Firstly, `nature culture` factor has no effect on tourist perceived value. Secondly, `convenience` and `access` factor have positive effects on both functional value and symbolic value. Moreover, these factors have stronger effects on functional value. Lastly, tourist`s functional value has a positive effect on loyalty while symbolic value has no effect on loyalty. The contribution and limitations of this research were discussed and the future possible researches were mentioned.

Influence on the Destination Attractiveness on Perceived Value, Satisfaction, Loyalty among Japanese Tourists