Perceived Value, Risk Perception, and Visit Intention: Evidence from Chinese Silver Tourists Traveling to R Country

Grounded in the cognition–emotion–intention theoretical framework, this study develops a model to examine the interplay among perceived value, risk perception, and visit intention. Utilizing survey data from 314 Chinese silver tourists aged 50 and above, we employ an Ordered Probit model and a moderating effect model to analyze whether and how perceived value influences the intention to visit R country, and to assess the moderating role of risk perception. The findings reveal that perceived information value, emotional value, and social value significantly enhance the intention of silver tourists to visit R country. Furthermore, risk perception not only directly diminishes visit intention but also negatively moderates the positive effects of perceived value on intention. These results suggest that tapping into the market potential of silver tourism, enhancing perceived value, and mitigating risk perception are critical strategies for fostering the growth and vitality of R country's tourism economy.