Perceived value has been found to have a direct positive impact on future behavioral intention. However, this impact may also be influenced by tourism experience because tourism experience is the result of the values perceived by tourists and it has been recognized as a powerful driver of future behavioral intention. The relationships among perceived value, tourism experience, and future behavioral intention have not been explored adequately in previous studies. To bridge this gap, this research will give insights into these constructs and relationships. Both qualitative and quantitative methods will be adopted. This study is expected to give a clear interpretation of perceived value in the tourism context and to develop a measurement scale of perceived value. Additionally, it will build a model to explain the relationships among perceived value, tourism experience, and future behavioral intention
