aLecturer, Department of Management and Accounting, Shahmirzad Branch, Islamic Azad University, Shahmirzad, Iran
bDepartment of Management and Accounting, Islamic Azad University Saveh branch, Saveh, Iran
cDepartment of Management and Accounting, University of Shahid Beheshti, Tehran, Iran
In the literature of marketing perceived quality has been one of the highly discussed concepts due to vital role it has on profitability of organizations. This concept has several antecedents and precedents in relevant literature and different researchers have performed their research on different sections and industries for identification of more influential variables which are related to this concept. The purpose of this study is to examine the effect of perceived value on price value and overall satisfaction and to see the effects of these two variables on behavioural intention of visitors of Milad Tower. Results shows that perceived value has direct positive effect on price value and overall satisfaction of visitors of Milad tower and both variables will lead to behavioural intention of visitors. We conclude that perceived value is of high importance in tourism industry and several managerial implications in this regard are discussed in this research
Behavioural intention, perceived quality, price value, overall satisfaction, perceived quality
