Identifying consumer perceived value of tourism product

Abstract

Tourism has been identified as a major growth area in post-conflict development in Sri Lanka and it was aimed to attract 2.5 million tourists by 2016. Consumer perceived value is a complex theoretical construct that can be defined as the worth a particular product or service is in the mind of the customer. Therefore in order to grasp this extremely potential market opportunity and to gain competitor advantage, local retailers should identify the core attributes and benefits that tourist customer value for choosing a product, service and vendor. In this context this research sought to examine the relationship of customer perceived value, in the tourism products (apparel and 'various CPV dimensions of purchase by conducting a quantitative research. The identified seven value dimensions through literature were functional, emotional, social, sacrifice, epistemic, service and store. Judgmental sampling method of the non-probability sampling criteria was chosen. Data stemmed from questionnaire survey addressed to 155 tourists. The results provide insights for potential research and theory development in value literature and tourism t tailing. Moreover the findings could facilitate Sri Lankan retailers understand how to put more effect to give more value to their tourist clients.