Modeling Chinese post-90'2 tourism loyalty to the ex-rival state using the perceived value approach

Purpose – A recent trend in tourism research involves the study of independent Chinese tourists. Yet while post-90s or Generation Z (i.e., born in the 1990s) comprises an important share of nondomestic visitors to Taiwan and other tourist destinations, this segment of the tourist population is currently under-analyzed. As a pioneering piece of research in this area, this survey attempts to understand Chinese tourists of this cohort visiting the long-divided state. Design – This research incorporates the social dimension of perceived value in the ordinarily employed perceived-value model to better understand why Chinese post-90s would like to recommend Taiwan. Methodology – This study samples Chinese students from 12 universities located in the northern, central, southern, and western regions of Taiwan. They were investigated with the selfadministered survey which is composed of five constructs, for a total of 17 questions. Structural equation modeling was employed to analyze the collected data and testify the hypotheses. Findings – The finding provides insights in the specific tourism behaviors of this cohort and how they are found distinct from their predecessors. The emotional dimension of the post-90s’ tourismrelated perceived value is a strong determinant of their loyalty to Taiwan as a tourist destination. The prior-rival situation between both sides of the Taiwan Strait might signify that social dimension significantly predict their loyalty, through the mediator of satisfaction. Originality – This research provides important information for tourism businesses regarding place management and marketing strategies, enabling them to receive this new generation of Chinese customers