The Relationship Between Selection Attributes, Perceived Value, and Behavioral Intention of Pet-friendly Travel Products

This study empirically examines the relationships among selection attributes, perceived value, and behavioral intention of pet-friendly travel products. With the growing population of pet owners who treat their pets as family members, travel patterns have changed, increasing demand for pet-friendly travel options. A survey was conducted with 265 valid responses collected from domestic pet owners who have experience traveling with their pets. Using multiple regression analysis via IBM SPSS Statistics 31.0, the study examined four key choice attributes: pet-friendliness, convenience, informativeness, and travel cost. The results indicate that all these attributes significantly and positively affect perceived value (β values ranging from 0.260 to 0.525, p<.001). Furthermore, these attributes also have a significant direct impact on behavioral intention (β values ranging from 0.120 to 0.493, p<.001), while perceived value exerts a strong positive effect on behavioral intention (β=0.718, p<.001). These findings highlight the critical role of pet-friendly travel product attributes in shaping consumers’ behavioral intentions, offering valuable implications for market strategies targeting pet owners.