Expectancy-Value Model

Expectancy–value model (EVM) has emerged as a vital tool for understanding tourist behavior, particularly the relationship between pretravel expectations and the value perceived during the experience. Grounded in expectancy–confirmation theory and expectancy–value theory, the model highlights how satisfaction, loyalty, and economic outcomes are shaped by the alignment between expectations and actual experience. When applied in tourism, the EVM framework integrates key dimensions that influence perceived value: cultural experiences, infrastructure, relaxation, social interaction, destination image, attractions, entertainment, services, and overall perceived value. The model is especially relevant for destinations aiming to respond to evolving tourist preferences and shifting market dynamics. Future research should examine how digital technology, cultural background, sustainability concerns, and changing consumer expectations shape the formation and reassessment of perceived value. As tourism becomes increasingly experience oriented, the EVM offers a strategic foundation for improving visitor satisfaction and strengthening destination competitiveness.