Unlocking Scotland’s Tourism Potential: How Perceived Value Drives Traveler Satisfaction and Visit Intentions

This study explores the critical factors influencing traveller satisfaction and visit intentions to Scotland’s renowned tourism destinations, focusing on perceived value dimensions: conditional, emotional, functional, social, and epistemic. As Scotland’s tourism sector shows promising recovery post-pandemic, understanding the drivers of visitor behaviour is essential for leveraging its economic potential. By applying the Consumption Value Theory, this research addresses key gaps in existing literature, offering a detailed analysis of how perceived value dimensions influence satisfaction and the likelihood of revisiting. Data were collected from 267 tourists visiting major destinations such as Edinburgh, Glasgow, and the Highlands and analysed using Smart-PLS software. Findings suggest that enhancing these value dimensions can significantly boost satisfaction and revisit intentions. Practical recommendations include leveraging Scotland’s distinctive experiential offerings, optimising resource use, and integrating social media influencers into marketing strategies. The study provides valuable insights for improving service quality and fostering economic growth through increased visitor satisfaction and visit intentions.