Academic Journal of Science and Technology ISSN: 2771-3032 | Vol. 9, No. 2, 2024 165 Perceived Value and Behavioral Intention of Chengde homestay tourists based on Cognition‐Affection‐ Conation Xin Wen1, *, Nutteera Phakdeeephirot1, a 1Program in Creative Industries Management Rattanakosin International College of Creative Entrepreneurship, Rajamangal University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand *Corresponding author Email: 510512837@qq.com, anutteera.pha@rmutr.ac.th Abstract: Against the backdrop of the new era, changes in tourism consumption demand have led tourists to prefer diversified, autonomous, and personalized tourism products and services in the process of tourism experience. They long for in-depth experiences as well as emotional identification and communication during travel. As a new industrial form emerging in China in recent years, the homestay industry has become a major attraction for tourists because it integrates beautiful scenery, creativity, and comfort, and each establishment has its own unique characteristics. Perceived value, as a comprehensive evaluation made by tourists of the perceived benefits and losses of tourism products or services in a specific context, is a source of competitive advantage. To achieve sustainable development of tourist destinations, exploring the formation mechanism of tourists' positive behavioral intentions has become an important research topic in both academic and industrial circles. Based on the "cognition- emotion-intention" relationship theory, this article explores the relationship between perceived value, satisfaction, place attachment, and behavioral intention among Chengde homestay tourists. Using quantitative research methods, questionnaire surveys, random sampling, descriptive statistical analysis, reliability and validity analysis, variance analysis, factor analysis, correlation analysis, and regression analysis, 450 questionnaires collected from tourists who have experienced Chengde star- rated homestays were analyzed. The results show that the behavioral intentions of homestay tourists are directly affected by place dependence, place identity, and perceived value, while indirectly influenced by tourist satisfaction. These findings provide reference value and significance for homestay owners, management departments, investors, local residents, and homestays in other regions. Keywords: Homestay, Chengde, Perceived value, Satisfaction, Place attachment, Behavioral intention. 1. Introduction Homestays originated in the early 1960s in the United Kingdom. However, their development in mainland China was relatively late. It was not until 2015 that the term "homestay" began to be widely mentioned, and it became a popular word in 2017.Today, the development of homestays has entered a phase of rapid growth. According to statistics, the global homestay market has already exceeded 200 billion US dollars and is expected to reach 400 billion US dollars by 2025. In China, the homestay market has also shown a trend of rapid growth. According to data from Ctrip, before the pandemic, the scale of the Chinese homestay market reached 30 billion yuan in 2019, with a year-on-year increase of over 50%. 1.1. Homestays are a trend in the upgrading of tourism consumption In recent years, with the development of the Chinese economy, tourism consumption is undergoing rapid transformation and upgrading. Consumer habits are undergoing profound changes, with consumers shifting their demands from sightseeing tours to leisure vacations, from group tours to independent travel, and from superficial sightseeing to in-depth exploration. There is a greater emphasis on travel quality and experiential services. Homestays, precisely because of their themed cultural connotations, personalized services, and beautiful environments, cater to the market development (Economic Daily, 2022). 1.2. Current Development Status of Chengde Homestays Chengde, also known as Rehe, is a prefecture-level city under the jurisdiction of Hebei Province, 230 kilometers away from Beijing and 310 kilometers away from Tianjin. It is not only an extension area of the political, economic and cultural areas of Beijing-Tianjin region, but also a transition zone between Beijing-Tianjin and Liaoning-Inner Mongolia economic zones, as well as a supply point for resources in the Bohai Rim Economic Zone, playing a bridge role in connecting the two economic zones and having special advantages that other cities cannot compare. (Zhao Zhenyu, 2015) Chengde has high-quality tourism resources with high aesthetic and historical and cultural value.As one of the first batch of national historical and cultural cities, Chengde has 4,253 cultural relics and 330,000 movable cultural relics, with high historical and cultural value. In recent years, Chengde City has actively developed the homestay economy by relying on the resource advantages of "green water and blue mountains". Especially since 2021, it has actively promoted the implementation of the "Hundred Villages Demonstration, Thousand Homes Driven" project of the rural homestay economy, and focused on building the Chengde homestay "Shengshi 100" project. The development of the homestay economy has achieved significant results. Chengde homestays include rural hotels, country inns, farmhouses, inns, manors, courtyards, inns, mountains, and 166 urban homestays. There are currently 2,153 homestays (including rural hotels and farmhouses) in the city, with 47,000 rooms and 82,000 beds(Baidu Baike, 2023). As a young industry, Chengde’s homestay industry has been booming in recent years, but it has also exposed many problems that need to be solved. Firstly, the quality of homestay owners is uneven, and the quality and service level of homestays are also uneven. Secondly, homogenization competition is serious. Thirdly, administrative supervision and management need to be strengthened. Fourthly, there are shortcomings in public infrastructure support. Fifthly, high- quality and scarce boutique homestays are lacking. Sixthly, there is a shortage of management talents. 1.3. Chengde issued relevant planning policies to support the development of homestays (1) Research on top-level planning, formulate the development outline of Chengde Scenario, and implement the strategy of "homestay +". (2) Innovate the development model of homestays and create high-quality "homestay +" clusters based on resource endowment. (3) Accurate marketing and creating brands Chengde Homestay Development Finds Its Own Path. 1.4. Chengde Homestay Development Finds Its Own Path Based on the integration of local culture and natural ecology in traditional villages, Chengde homestays focus on building high-quality homestay brands that are both "international" and "rustic". In terms of highlighting the "international" aspect, with internationalization as the goal, they actively benchmark against international standards, learn from advanced international experiences, and building international reputation to attract more international tourists. In terms of highlighting the "rustic" aspect, they are based in Chengde, rooted in Chengde, and study Chengde to further activate, transform, and solidify the local "authentic" rural culture and traditional folk culture in Chengde. They tell the stories of Chengde's own rural culture. 2. Literature Review 2.1. “Cognition-Affection-Conation” relationship theory American psychologist J.L. Freedman proposed the three elements of attitude formation, suggesting that attitudes are composed of cognition, emotion, and behavioral intention, with the three components being interrelated. Among them, attitudes are closely linked to emotions and cognition, and they regulate behavioral intention (Wu&Xu, 2011). Therefore, the theory of the relationship between "cognition-affection- conation" is also known as the three-element theory of attitude. Sears and others have provided explanations for the components of attitude: cognition refers to an individual's knowledge and beliefs about the object of attitude, emotion refers to the individual's feelings towards the object of attitude, and behavioral intention refers to the individual's action or inclination towards the object of attitude. Cognitive, affective, and intentional factors are interrelated and exist in a hierarchical relationship, where cognition indirectly influences intention through affective processes (Baloglu & S., 1998). According to this theory, perceived value by tourists falls within the cognitive category, while tourist satisfaction and place attachment fall within the affective category, and behavioral intentions fall within the intentional category (Hoon Kim, Kim, Ruetzler, & Taylor, 2013; Jia & Lin, 2016). Based on the literature review results and considering the correlations between variables, a conceptual model is constructed to explore the relationships among perceived value, satisfaction, place attachment, and behavioral intention of homestay tourists. Figure 1. Concept model diagram (Hoon Kim, Kim, Ruetzler, & Taylor, 2013; Jia & Lin, 2016) 167 2.2. Perceived value theory The theory of tourist perceived value is a theory that scholars have proposed and developed after applying the theory of customer perceived value to the tourism industry. Customer perceived value was introduced by Peter Drucker, and Zeithaml et al. were among the first to define it as the perception of gains and losses, specifically the measurement between perceived benefits and perceived costs (Zeithaml, Parasuraman, & Berry, 1990). Morrison A.M. (1989) suggested that the theory of tourist perceived value refers to the specific comparison between tourists' expectations and actual experiences during the travel process, which represents the benefits that the product can bring and the difference between the costs paid by tourists (Morrison, 1989). 2.3. Place attachment theory "Place attachment" originated from place theory. In 1983, Shumaker et al. first introduced the concept of place attachment, defining it as "the emotional connection between a person and their place of residence" (Shumaker & Taylor, 1983). Subsequently, Hidalgo emphasized the behavioral component of place attachment, defining it as the positive emotions generated by tourists towards the destination (Hidalgo & Hernandez, 2001). Later, Williams proposed the cognitive component of place attachment, expanding it to include an individual's sense of belonging to a place, the symbolic meaning of the place, and the feelings associated with it (Daniel R Williams & Roggenbuck, 1989). Williams and Roggenbuck (1989) introduced the two-dimensional theory of "place dependence" and "place identity." 2.4. Model construction and hypothesis Relevant research has indicated that individual tourists form perceptions of products and services during or after the tourism experience, which, based on personal perceptions and value judgments, give rise to corresponding emotions. These emotions ultimately trigger behavioral intentions(Su,2012). Based on the logic of cognition-affection-conation, the hypothetical model for this study is constructed. Figure 2. Hypothetical model diagram Based on the literature review, the following hypotheses are proposed: H1: Perceived value has a significant and positive impact on behavioral intention H2: Perceived value has a significant and positive impact on satisfaction H3: Satisfaction has a significant and positive impact on behavioral intention H4a: Perceived value has a significant and positive impact on place dependence. H4b: Perceived value has a significant and positive impact on place identity. H5a: Place dependence has a significant and positive impact on behavioral intention. H5b: Place identification has a significant and positive impact on behavioral intention. H6a: Satisfaction has a significant and positive impact on place dependence. H6b: Satisfaction has a significant and positive impact on place identity. H7: Place dependence has a positive impact on place identification. 3. Methodology 3.1. Sampling survey The selected sample for this study consists of tourists who have experienced homestays in Chengde city. Chengde city currently has a total of 2,153 homestays (including rural hotels and farmhouses) (Baidu Baike, 2023). Due to the large number of homestays, it was not feasible for the author to conduct research on all homestays in Chengde. Therefore, prior to the formal research, the research subjects were selected. 30 star-rated homestays selected by the Tourism and Cultural Broadcasting and Television Bureau of Chengde City were selected. The following is a partial list of homestays in Chengde city, for more details please refer to Table 1. 168 Table 1. List of Homestays Surveyed Serial Number Name Administrative regions Reasons for recommendation Homestay star rating Assessment year 1 SunshineKeep Shuangqiao District Exquisitely decorated with antique charm; equipped with an infinity pool; features KTV, a library, and a fruit-picking garden 4 2021 2 Li mountain residence homestay Shuangqiao District The rooftop garden is very unique; located near Chengde Moutain Resort 4 2020 3 Stars·Wuling Mountain Residence Xinglong County High Mountain Bubble Houses, each with a panoramic terrace; suitable for families, team-building, and holidays; near Simatai Great Wall、Wuling Mountain Forest Park 5 2022 4 Banshan Puyu Homestay Xinglong County The design style is a combination of modernity and minimalism inspired by nature. It features an outdoor swimming pool, a cute pet paradise, and entertainment facilities for children 3 2022 5 Yanshan water village Xinglong County Surrounded by green mountains and clear waters; featuring characteristic wooden cabins; surrounded by many vacation resorts including Xinglong Mountain 3 2022 6 Pear blossom Community Xinglong County Close to Henghaoyuan Scenic Area; the homestay is filled with artistic atmosphere, resembling a themed hand-painted art gallery 4 2022 7 Chestnut Shell Homestay Xinglong County There are gardens and scenery, suitable for children to play; can be planted and picked; near the source of the Ganges River for rafting 3 2022 8 Good morning· Xiongkulu Tent Homestay Fengning County Tented accommodations on the grassland are unique and distinctive; set in a beautiful environment 3 2022 9 Galsang flower homestay Fengning County There are beautiful grassland views outside the windows, and a variety of room types are available. 3 2022 10 Daidai Homestay Fengning County The decoration style is minimalist and stylish. The surroundings are vast grasslands, and pets are allowed.The decoration style is minimalist and stylish. The surroundings are vast grasslands, and pets are allowed.The decoration style is minimalist and stylish. The surroundings are vast grasslands, and pets are allowed. 4 2022 11 West Village No.1 Boutique Homestay Fengning County The overall decoration is very distinctive; pets are allowed 4 2022 12 Intangible Cultural Heritage Cloth Paste Painting Theme Hotel Fengning County It is carefully established by Teng's cloth paste painting; it is a leisurely paradise and a window to showcase intangible cultural heritage 3 2022 13 Tianyu Hot Spring Manor Longhua County Enjoy outdoor open-air hot springs 4 2023 14 Tian Yu He Yuan Longhua County Quiet location; strict requirements for hygiene in the homestay; hot spring bathing available 3 2023 15 Xi Yan Xian Ju Longhua County Private hot spring; basketball court; various room types; floor heating 3 2023 16 Country Folk Longhua County Private hot spring; cost-effective 2 2023 17 Zhu Wu Qing Longhua County Various room types; billiards hall, KTV, internet cafe are all available 3 2023 18 Pear blossom Mountain residence Chengde County Located near the Tangjiawan Danxia Hot Spring Resort; complimentary children's breakfast 3 2022 19 Huashuwa Family Farm Chengde County Fashionable, simple and generous decoration style; pets allowed 3 2022 20 Jinshan Luan Courtyard Luanping County Featuring a traditional Chinese courtyard style; pet-friendly 4 2022 21 Zhuang tou Village Luanping County Advantages of geographical location; convenient transportation; diverse room types 4 2022 22 Kang Sai Manor Luanping County There is a children's play area; picking is available 3 2022 23 Baiwang Mountain Villa Pingquan City Advantages of geographical location; convenient transportation; diverse room types 3 2022 24 Zhang Family Courtyard Pingquan City Sincere and simple folk; laundry room available. 1 2022 25 Huaqi Xiaozhu Kuancheng County The courtyard has distinctive features and is located near the Huaxi City Water World. 3 2022 26 Shou Lv humble abode Kuancheng County Courtyard; Garden view; BBQ; Refrigerator available 3 2022 27 Yi ju homestay Kuancheng County Barbecue; stylish courtyard; viewing terrace 2 2022 28 Jinlinzhai Inn Yingzi District Mountain view room; room with big Kang 2 2022 29 Yi liji inn Yingzi District The house is well-equipped and well-decorated; barbecue available; childcare available 3 2022 30 Yu zhuang homestay Yudao kou Around Saihanba National Forest Park; friendly service; KTV 2 2022 Note: The above-mentioned homestays are all from the star-rated homestays in Chengde City selected by the Chengde Tourism and Cultural Broadcasting and Television Bureau. According to the data released by the Chengde Tourism Bureau in 2023, the number of homestay visitors in Chengde 169 reached 2.0334 million in 2022. Therefore, based on the population sample calculation formula(Yamane, 1973): n = N /(1+ N*e^2) Where n=number of samples, N=2.0334 million, e=error rate (decimal), e=0.05. According to the above calculation results, the sample size of this article is about 400 copies. Considering the possibility of sampling error in the process, the final sample size is 450 copies. This article adopts the method of questionnaire survey and is distributed offline. The author conducted on-site visits and research for each homestay listed in the survey, with representatives such as SunshineKeep. Table 2. Descriptive statistical analysis of samples Trait Index Sample size Percentage (%) Gender male 89 19.8 female 361 80.2 Age 18-25 years old 149 33.1 26-35 years old 77 17.1 36-45 years old 139 30.9 46-55 years old 85 18.9 Over 56 years old 0 0 Educational level High school and below 83 18.4 Junior college 80 17.8 Undergraduate 190 42.2 Master degree or above 97 21.6 Occupation Student 139 30.9 Administrative/public institution staff 101 22.4 Enterprise employee 92 20.4 Professional technical personnel 0 0 Self-employed people 62 13.8 soldier 0 0 Freelancer 29 6.4 Retired personnel 9 2 Other 18 4 Means of transportation Self-driving 370 82.2 Bus 19 4.2 Taxi 43 9.6 Motorcycle 0 0 Bicycle 0 0 Train/High speed train 18 4 Airplane 0 0 Boats 0 0 Other ways 0 0 Tourism mode Join a group tour 22 4.9 Travel alone 18 4 Family outing 253 56.2 Enterprise league building 11 2.4 Keep company with family and friends 86 19.1 Couples travel 22 4.9 Other ways 38 8.4 Length of stay One day 67 14.9 2 days 213 47.3 3 days 111 24.7 4 days and above 59 13.1 Number of stays Once 214 47.6 Twice 103 22.9 3 times 86 19.1 4 or more times 47 10.4 Monthly income Below 2000 yuan 105 23.3 2000-6000 yuan 136 30.2 6001-10000 yuan 129 28.7 10000-20000 yuan 43 9.6 Above 20,000 yuan 37 8.2 3.2. Questionnaire design The design of the questionnaire will be divided into two main parts: The first part is the main body of the questionnaire, which mainly measures the influence of perceived value and behavioral intentions among homestay tourists. It includes four measurement scales: perceived value, satisfaction, place attachment, and behavioral intentions. The items are measured using a 5-point Likert scale, where 1 indicates 170 strongly disagree, 2 indicates disagree, 3 indicates neutral, 4 indicates agree, and 5 indicates strongly agree. The second part includes demographic information of the respondents, including gender, age, education level, occupation, monthly income level, and accommodation characteristics. 3.3. Data analysis Affected by seasonality, Li mountain residence in Shuangqiao District, Sunshinekeep in Shuangqiao District and Good morning. xiongkulu Tent Homestay in Fengning County are summer resorts or seasonal specials, so effective questionnaires were not collected. When researchers went there, these homestays were all closed or there were no tourists. And the other homestays, such as Starry·Wulingshan Residence,Pear blossom community, Yanshan water village, Intangible Cultural Heritage Cloth Paste Painting Theme Hotel,Tian Yu He Yuan,Xi Yan Xian Ju,Country Folk,Pear blossom Mountain Residence,Huashuwa family farm, Jinshan Luan Coutyard, Kangsai Manor, Zhang Family Courtyard, Huaqi Xiaozhu, Shoulv humble abode, Yiju homestay and Yuzhuang homestay are high-end homestays. Their target customers are high-end users with strong privacy. The researchers of this article did not get the opportunity to contact their tourists, so effective questionnaires were not collected. In summary, this study believes that it cannot fully distribute and sample each homestay according to the pre- designed research method. Therefore, this article distributes as many questionnaires as possible within the scope of distribution in a timely manner.In total, this study investigated 11 homestays and collected 506 questionnaires. Subsequently, 450 valid questionnaires were randomly selected from these questionnaires. The questionnaire efficiency was 89%. 4. Results 4.1. ANOVA analysis In order to more specifically reflect the appearance characteristics of various groups of people, this study uses univariate analysis of variance and homogeneity of variance tests to compare and analyze the demographic samples and different dimensions, aiming to find out whether there are significant differences in the choices of different groups of people in different dimensions. The detailed data is shown in Table 3. As shown in the table, the T (Sig) and P (Sig) values of each item are both greater than 0.05, indicating that there are no significant differences in the dimensions of perceived value, satisfaction, place dependence, place identity, and behavioral intention among different genders, ages, educational backgrounds, occupations, modes of transportation, lengths of stay, frequencies of stay, and monthly incomes. Table 3. Results of ANOVA for each dimension in different populations Measurement dimension Item Gender Age Educational level Occupation Mode of transportation Tourism mode Length of stay Number of stays Monthly income Perceived value T(Sig.) 0.871 0.879 0.434 0.74 0.139 0.397 0.976 0.881 0.456 P(Sig.) 0.505 0.367 0.824 0.461 0.699 0.167 0.159 0.242 0.652 Satisfaction T(Sig.) 0.886 0.602 0.486 0.318 0.2 0.674 0.941 0.392 0.232 P(Sig.) 0.421 0.097 0.341 0.785 0.144 0.236 0.669 0.171 0.524 Place dependence T(Sig.) 0.984 0.601 0.771 0.702 0.66 0.632 0.692 0.887 0.206 P(Sig.) 0.663 0.115 0.971 0.18 0.164 0.028 0.367 0.204 0.055 Place identity T(Sig.) 0.394 0.728 0.615 0.392 0.452 0.621 0.645 0.335 0.504 P(Sig.) 0.477 0.356 0.511 0.941 0.664 0.553 0.231 0.798 0.243 Behavioral intention T(Sig.) 0.84 0.435 0.294 0.612 0.604 0.168 0.828 0.903 0.736 P(Sig.) 0.403 0.402 0.325 0.57 0.504 0.394 0.507 0.646 0.451 Note: T(Sig.) represents the result of homogeneity of variance test, and P(Sig.) represents the result of one-way ANOVA. 4.2. Reliability Analysis Reliability analysis is used to detect internal consistency between measurement items. Under normal circumstances, the observed Cronbach α coefficient is used as the evaluation criterion. If the α coefficient is greater than 0.9, the reliability is very good; if the α coefficient is greater than 0.8, the reliability is relatively good, and the α coefficient greater than 0.7 is an acceptable range (Argyrous, 2011).The reliability analysis of this study is shown in Table 4. The Cronbach's α coefficients for each measurement dimension exceed 0.8, and the reliability of one dimension is even greater than 0.9. The CITC values for each item are greater than 0.5, indicating high reliability in questionnaire measurement. 4.3. Exploratory factor analysis (EFA) First of all, the data should be evaluated before factor analysis to judge whether the measurement scale is suitable for factor analysis, mainly through KMO value and Bartlett sphericity test. Bartlett sphericity test is mainly used to verify significance. The questionnaire on the relationship between tourists' perceived value and behavioral intentions for Chengde homestays has a total of 25 measurement items. The KMO and Bartlett's test of sphericity were conducted, and the results are shown in Table 5. The KMO value of 0.884 is greater than 0.8, and the chi-square value is 5904.762. The significance level of the Bartlett's test is less than 0.05, indicating that the measurement data of the questionnaire is suitable for factor analysis. 171 Table 4. CITC and reliability coefficients for all observed variables Measurement dimension Item coding CITC Cronbach α (item deletion) Cronbach α coefficient Perceived value PV1 0.605 0.853 .867 PV2 0.611 0.852 PV3 0.617 0.851 PV4 0.641 0.848 PV5 0.655 0.846 PV6 0.676 0.843 PV7 0.675 0.843 Satisfaction OS1 0.707 0.816 .854 OS2 0.728 0.794 OS3 0.748 0.776 Place dependence PD1 0.698 0.848 .873 PD2 0.72 0.84 PD3 0.751 0.827 PD4 0.741 0.832 Place identity PL1 0.659 0.806 .841 PL2 0.724 0.776 PL3 0.653 0.809 PL4 0.665 0.803 Behavioral intention BL1 0.676 0.899 .908 BL2 0.708 0.895 BL3 0.633 0.903 BL4 0.723 0.894 BL5 0.733 0.893 BL6 0.781 0.887 BL7 0.804 0.884 Table 5. KMO and Bartlett spheres test analysis table KMO .884 Bartlett spheres test Chi-square value 5904.762 degree of freedom (df) 300 Significance (sig.) .000 Factor analysis mainly uses principal component analysis to extract common factors, and extracts abstract factors from specific measurement items through orthogonal rotation. Factors with strong correlation will fall into the same group, and the correlation between common factors is low. When selecting measurement items, 0.5 is usually used as the factor load cutoff point, and measurement items with factor loads less than 0.5 or with loadings greater than 0.4 on multiple factors are deleted. The detailed data are shown in Table 6. A total of five common factors were extracted, with a cumulative variance percentage of 66.035, which is greater than 50%, indicating that the sample's explainable variability rate meets the standard. Table 6. Total variance explanation table Initial eigenvalue Extract the sum of squared loads Rotating load sum of squares Component Total Percent variance accumulate% total Percent variance accumulate% Total Percent variance accumulate% 1 7.571 30.284 30.284 7.571 30.284 30.284 4.553 18.212 18.212 2 3.06 12.239 42.524 3.06 12.239 42.524 3.979 15.915 34.127 3 2.458 9.834 52.357 2.458 9.834 52.357 2.892 11.568 45.695 4 1.906 7.626 59.983 1.906 7.626 59.983 2.766 11.065 56.761 5 1.513 6.052 66.035 1.513 6.052 66.035 2.318 9.274 66.035 Extraction method: principal component analysis. Then, the maximum variance method was used to perform orthogonal rotation on the 25 items of the sample data, resulting in five explanatory factors. The factor rotation component matrix is shown in Table 7. 172 Table 7. Component matrix after rotation Explanatory variable Component 1 2 3 4 5 PV1 0.699 PV2 0.668 PV3 0.692 PV4 0.702 PV5 0.756 PV6 0.738 PV7 0.778 OS1 0.818 OS2 0.852 OS3 0.849 PD1 0.801 PD2 0.784 PD3 0.812 PD4 0.830 PL1 0.745 PL2 0.825 PL3 0.783 PL4 0.778 BL1 0.74 BL2 0.78 BL3 0.682 BL4 0.793 BL5 0.776 BL6 0.835 BL7 0.855 Extraction method: principal component analysis. Rotation method: Kaiser normalizing maximum variance method. a The rotation has converged after 6 iterations. In summary, this article names the 5 public factors extracted from the measurement scale as Perceived Value, Satisfaction, Place Dependence, Place Identity, and Behavioral Intent. According to Table 7, the loading values of each item are all greater than 0.6, indicating that the dimension division in this study is very scientific and reasonable. 4.4. Correlation Analysis In this study, the correlation between perceived value, satisfaction, place dependence, place identity and behavioral intention was analyzed by using the bilateral test of bivariate Pearson coefficient. Table 8. Correlation coefficients Measurement dimension Perceived value Satisfaction Place dependence Place identity Behavioral intention Perceived value 1 Satisfaction .330** 1 Place dependence .300** .384** 1 Place identity .358** .263** .381** 1 Behavioral intention .336** .216** .303** .279** 1 ** At the 0.01 level (two-tailed), the correlation is significant. From Table 8, it can be seen that the significance levels of perceived value, satisfaction, place dependence, place identity, and behavioral intention are all p=0.000<0.01. Therefore, it can be concluded that perceived value and satisfaction are significantly positively correlated with place dependence, place identity, and behavioral intention at the 0.01 level (two- sided), with correlation coefficients r of 0.330, 0.300, 0.358, 0.336, 0.384, 0.263, 0.216, 0.381, 0.303, and 0.279, respectively. Therefore, all variables in this study exhibit positive correlation. 4.5. Regression Analysis The results of the correlation analysis showed that there were correlations between perceived value, satisfaction, place dependence, place identity, and behavioral intentions. To further explore the impact of each factor on the dependent variable, this study conducted a multiple linear regression analysis on the relevant models. In order to better fit the regression model, only independent variables that were significantly correlated with the dependent variable were included in the regression analysis. 173 Table 9. Results of satisfaction regression analysis Measurement dimension R R² B t Sig.F Durbin-Watson Perceived value 0.330 0.109 0.253 7.398 0.000 1.816 Note: Predictive variables: perceived value; Dependent variable: satisfaction. Sig.F=0.000<0.05 in this model, indicating a significant linear relationship between perceived value and satisfaction.In summary, the regression effect of perceived value and satisfaction is good, with DW=1.816, which is close to the value of 2. Therefore, it can be determined that the residual sequence of this regression model has strong independence. Therefore, H2 that perceived value has a significant positive correlation with satisfaction is verified. Table 10. Results of local dependency regression analysis Measurement dimension R R² B t Sig.F Durbin-Watson Perceived value 0.300 0.090 0.164 4.283 0.000 1.9 satisfaction 0.384 0.148 0.408 7.059 0.000 1.859 Note: Predictive variables: perceived value, satisfaction; Dependent variable: local dependence. Sig.F=0.000<0.05 for both perceived value and satisfaction in this data, indicating a significant linear relationship between perceived value, satisfaction, and place dependence. In summary, the regression effect of perceived value and place dependence is good, with DW=1.9, which is close to the value of 2. The regression effect of satisfaction and place dependence is also good, with DW=1.859, which is also close to 2. Therefore, it can be determined that the residual sequence of this regression model has strong independence. Therefore, H4a perceived value has a significant positive correlation with place dependence, and H6a satisfaction has a significant positive correlation with place dependence are also verified. Table 11. Results of regression analysis of place identity Measurement dimension R R² B t Sig.F Durbin-Watson Perceived value 0.358 0.128 0.192 5.526 0.000 1.656 satisfaction 0.263 0.069 0.085 1.570 0.117 1.619 Place dependence 0.381 0.145 0.252 5.984 0.000 1.713 Note: Predictors: perceived value, satisfaction,Place dependence; Dependent variable: Place identity. From this data,H4b perceived value has a significant positive correlation with local identity, and H7 place dependence has a significant positive correlation with local identity are also verified. However, H6b satisfaction has no significant positive correlation with local identity, so H6b is not established. Table 12. Results of behavioral intention regression analysis Measurement dimension R R² B t Sig. Durbin-Watson Perceived value 0.336 0.113 0.289 4.698 0.000 1.951 Satisfaction 0.216 0.047 0.083 0.887 0.376 1.825 Place dependence 0.303 0.092 0.261 3.487 0.001 1.910 Place identity 0.279 0.078 0.201 2.477 0.014 1.856 Note: Predictive variables: perceived value, satisfaction, place dependence, place identity; Dependent variable: behavioral intention. From this data, H1 that perceived value has a significant positive correlation with behavioral intention is verified, and H5a that local dependence has a significant positive correlation with behavioral intention is also verified. H5b that local identity has a significant positive correlation with behavioral intention is also verified. However, H3, satisfaction with the experience has no significant positive correlation with behavioral intentions. 4.6. Hypothesis test result Although in the relevant analysis, perceived value, satisfaction, place dependence, place identity, and behavioral intention are positively correlated at the two-tailed level. However, in the subsequent more specific and detailed regression analysis, there was no significant positive correlation between satisfaction and local identity, nor between satisfaction and behavioral intention. Therefore, 8 of the hypotheses in this study were confirmed, and 2 were not confirmed, as shown in Table 13. 174 Table 13. Table of hypothesis test results Hypothesis Content Result H1 Perceived value has a significant and positive impact on behavioral intention Accepted H2 Perceived value has a significant and positive impact on satisfaction Accepted H3 Satisfaction has a significant and positive impact on behavioral intention Rejected H4a Perceived value has a significant and positive impact on place dependence. Accepted H4b Perceived value has a significant and positive impact on place identity. Accepted H5a Place dependence has a significant and positive impact on behavioral intention. Accepted H5b Place identification has a significant and positive impact on behavioral intention. Accepted H6a Satisfaction has a significant and positive impact on place dependence. Accepted H6b Satisfaction has a significant and positive impact on place identity. Rejected H7 Place dependence has a positive impact on place identification. Accepted 5. Conclusion and Prospect 5.1. Conclusion Through field research and data analysis of Chengde homestays, the following conclusions are drawn: (1) Tourist satisfaction will increase with the increase of perceived value, and the increase of satisfaction will also increase local attachment, thereby enhancing behavioral intentions. Among them, the increase of perceived value will also increase Place dependence, which will directly enhance behavioral intentions. (2) In this study, perceived value has the greatest impact on behavioral intentions. This is because perceived value not only directly affects behavioral intentions, but also indirectly affects behavioral intentions by influencing place attachment. 5.2. Recommendations (1) For homestay owners: it is recommended that they continuously improve service quality, including strengthening employee training and improving facilities and equipment, in order to enhance customers' perceived value, thereby increasing satisfaction and generating a sense of local attachment among tourists, making them more willing to spend money at the homestay. At the same time, provide a variety of experience programs and activities, such as cultural experiences and handicraft courses, to attract more tourists. (2) For tourism management departments: It is recommended to strengthen standardized management, establish and improve management norms for the homestay industry, including safety standards, tax policies, etc., to ensure the healthy and orderly development of the industry. At the same time, carry out targeted publicity activities to promote local homestay culture and characteristics, attracting more tourists to experience. (3) For investors and local residents: It is recommended that the government introduce supportive policies to encourage the development of the homestay industry, attracting more investors to participate in the construction and operation of the homestay industry. At the same time, local residents are encouraged to participate in the development of the homestay industry, such as providing homestay management training, cooperating in homestay operations, and increasing local residents' income sources. (4) For other regional homestays: it is recommended to carry out experience exchange and learning, share successful business models and management experience. At the same time, cooperate in resource sharing, tourism route promotion, etc., to jointly promote the development of the homestay industry and achieve mutual benefit and win-win results. 5.3. Litmitation and prospect The research objects of this study are mainly some homestays in Chengde City, and the scope of the research is not wide enough, which may have a certain impact on the universality and accuracy of the research conclusions. In future research, we will try to expand the scope of the research and expand the data sources to explore whether there are differences between tourists in different regions of homestays, and also to verify the universality of the conclusions. 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