An Empirical Study on the Dimensions of Consumer Perceived Value in Green Hotels

Consumer perceived value has become increasingly important for hotel marketers and operators due to the highly competitive environment. This paper attempts to answer the following questions: (1)What dimensions do consumer perceived value involve in hotel context? (2)What´s the relationship between these dimensions? A total of 202 samples were analysed with exploratory factor analysis(EFA) and confirmatory factor analysis (CFA). SPSS 18 and AMOS 17 were used as data analysis tools. Findings indicate that consumer perceived value comprise of functional value(performance/quality), functional value(price/value for money), social value, emotional value, epistemic value dimensions, and correlations between these value dimensions are tested. Implications and suggestions for future research are discussed in the end.