Geographical Indication (GI) products represent a distinct association between a product and its specific geographic origin. While scholars have acknowledged the impact of GI products on destination marketing, there exists a dearth of research concerning the underlying mechanism through which the perceived value of GI products influences consumers' intention to visit the region of origin.
This study utilizes the cognitive appraisal theory as a basis for constructing a conceptual framework to investigate the association between the perceived value of GI products, emotional reactions and destination brand awareness.
By placing particular emphasis on the diverse impacts of perceived value on tourists' affective responses and travel intentions, the results of this research offer significant contributions to the field of destination marketing.
A deeper understanding of the perceived value of GI products can enable destination marketers to effectively attract prospective tourists and foster a stronger connection between tourists and the regions of origin.
