The Discriminant Effect of Perceived Value on Travel Intention: Visitors Versus Nonvisitors of Florida Keys

This research attempts to examine the relationships between perceived value and travel intention while comparing the differences between previous visitors and nonvisitors of the Florida Keys. Results from a sample of 565 respondents revealed that perceived value had a positive association with travel intention, while high perceived value did not always lead to high travel intention. As shown in this research, many previous visitors did not want to visit the Florida Keys in the foreseeable future because they wanted to visit other destinations. This article concludes with recommendations for the tourism industry to maintain the perceived novelty of their products.