Applying structural equation modeling (SEM) to analyze domestic tourists’ perceived value of ca Hue performances on the Hương river

Abstract

This study aims to identify factors influencing domestic tourists’ perceived value of the Ca Hue performances on the Hương River. Structural Equation Modeling (SEM) was employed to analyze data collected from 216 domestic tourists who experienced the service. The results indicate that perceived quality, emotional response, novelty, and perceived cost have a positive impact on tourists’ perceived value. Based on these findings, the study proposes several solutions to improve service quality, evoke positive emotional experiences, provide more information and cultural knowledge, and optimize pricing policies and associated costs to enhance the tourists’ overall perceived value. This paper contributes to enriching the body of research on leveraging cultural and artistic assets to promote tourism development in heritage destinations.