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This article explores the influence of perceived value and cost on the travel intentions of tourists in the Guangdong–Hong Kong–Macao Greater Bay Area. It finds that social and knowledge values positively affect travel intention, while positive emotions mediate the relationship between perceived values and travel intention, with perceived costs moderating these effects. The study suggests that designing multi-city tourism routes can enhance regional tourism integration and brand building.

Author

PHỤNG NGUYỄN HOÀNG HỒNG

Language

EN