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

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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.


Document Type: Research Article

Publication date: November 11, 2015

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  • Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.
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