| Summary: | According to attitude–behavior theory, the emotions generated by tourists’ travel experiences can influence their subsequent behavioral intentions. This quantitative study analyzed 398 survey questionnaires using a structural equation model to explore the multiple chain mediating effects between tourists’ participation, perceived value, place attachment, and loyalty. The results show that the innovation and interaction dimensions of tourist participation significantly influence the generation of perceived value and place attachment, which is far greater than that of the information exchange dimension. Perceived value significantly affects the formation of place attachment, and the self-enhancement dimension of perceived value significantly influences tourists’ recommendations. Compared to ordinary perceived value, the emotional connection between tourists and the destination is more profound and important, and place attachment plays a crucial role in the formation of tourists’ loyalty. This study confirms the relevance of the attitude–behavior theory in the context of traditional village tourism and extends the theory’s application to encompass the emotional connection between individuals and places. It thoroughly investigates the mechanisms through which tourists’ participation, perceived value, and place attachment impact customer loyalty. The findings of this research hold significant importance in comprehending tourists’ behavioral intention and decision-making processes within destination settings, providing a theoretical basis for exploring and expanding diverse value activities in traditional village tourism.
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