Relationships between grassland tourism destination attributes, perceived value, visitor delight, and revisit intention: A case study of Guanshan Grassland in Shaanxi

Clarifying the relationships between grassland tourism destination attributes, perceived value, visitor delight, and revisit intention is an important foundation for promoting high-quality development of grassland tourism. Based on the cognitive appraisal theory, this study constructed a conceptual model of “grassland tourism destination attributes–revisit intention”. This study conducted a structural equation model analysis based on a sample comprising 359 tourists in the Shaanxi Guanshan grassland. The findings showed that: 1) visitor delight was the key and direct antecedent of tourists’ revisit intention in grassland tourism destinations, and it was found to be an important mechanism that transmitted the influence of perceived value to revisit intention. 2) the expressive attributes of grassland tourism destinations showed obvious emotional orientation in the path of affecting revisit intention, and these were more important attributes for improving the revisit intention. 3) the specific mechanism of expressive and instrumental attributes in grassland tourism destinations influencing revisit intention showed obvious hierarchical differences, which indicated that the effects of cognitive and emotional factors in the relationship of "destination attributes–behavioral intention" differed owing to the structure of tourism destination attributes. The results revealed that the expressive and instrumental attributes of grassland tourism destinations mainly influenced revisit intention through visitor delight and perceived values, respectively, and indicated that judgment of the importance of tourism destination attributes must include examination of the influencing effects of each attribute under the premise of its cognitive and emotional path relationship.