Perceived value of the purchase of a tourism product

Abstract Perceived value is a subjective construct that varies between customers, between cultures and at different times. This appreciation conceives perceived value as a dynamic variable, experienced before purchase, at the moment of purchase, at the time of use, and after use. Although post-purchase perceived value has been studied, little research has been done into the measurement of the overall perceived value of a purchase, where the tourist evaluates not only the consumption experience but also the purchase experience. By means of a multi-dimensional procedure, we have developed a scale of measurement of the perceived overall value of a purchase through 24 items grouped into six dimensions: (1) functional value of the travel agency (installations); (2) functional value of the contact personnel of the travel agency (professionalism); (3) functional value of the tourism package purchased (quality); (4) functional value price; (5) emotional value; and (6) social value.