Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China

Abstract

Night-time tourism leverages unique tourism opportunities posed by the night and stages the host destination at night as a core tourism attraction. The present study investigates the relationship between customer-perceived value about night-time tourism and destination attachment among Generation Z tourists. An online survey administered among Chinese Generation Z consumers who had participated in night-time tourism activities within the last one year generated 286 valid responses. The partial least squares based structural equation modelling approach was applied to test the research hypotheses. The results show that emotional value, epistemic value, green value, and perceived safety each positively affect destination attachment. Whereas the influence of functional value, economic value, and social value on destination attachment is not significant. The value dimensions considered in this study play a major role in predicting destination attachment in the night-time tourism context. The implications for researchers, destination marketing organisations, and policy makers are discussed.

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