Examining the Sensory Impressions, Value Perception, and Behavioral Responses of Tourists: The Case of Floating Markets in Thailand

This study investigates the relationship between sensory impressions and perceived value in explaining the behavior of floating market tourists. It also explores whether the effects of sensory elements and perceived value on the behavioral responses of tourists differ among the three stages of destination development. Integrated generalized structured component analysis and multigroup analysis are performed to verify the conceptual model. The findings of this work enhance the understanding of the floating market, which is a popular tourist destination worldwide. Based on these findings, theoretical and practical implications are presented from the perspective of tourist sensory experience.