Perceived Value in Tourism: A PLSPM Approach

This paper examines the concept of perceived value in rural tourism referred to the specific context of Sicilian holiday farms. Herein main dimensions composing the rural tourist perceived value (RTPV) are discussed. Using Partial Least Squares Path Modelling (PLSPM) –a statistical technique especially suitable for exploratory purposes with small samples – a theoretical structural model of the multidimensional structure of RTPV is tested and the causal relationships among RTPV and its dimensions (Functional, Convenience, Emotional and Educational) and among RTPV and tourists’ satisfaction and loyalty are explored. Results from a field survey on 350 tourists give a contribution in terms of investigating relationships among considered constructs and offer a plausible diagnostic framework for managers of the sector.