This study aims to analyze the effect of World Heritage tourist site experience on perceived value and behavioral intention. A survey was conducted targeting domestic tourists who had visited World Heritage tourist sites. Analysis was conducted with a total of 208 valid samples.
The research results are as follows. First, it was found that the experience of World Heritage tourist sites had a significant effect on perceived value. Second, the experience of World Heritage tourist sites was found to have a significant effect on behavioral intention. Third, the perceived value of World Heritage tourist sites was found to have a significant effect on behavioral intention. The relationship between World Heritage tourist site experience, perceived value, and behavioral intention was confirmed, and a strategy for revitalizing the World Heritage tourist site was derived.