The construct of perceived value has been identified in the marketing literature as one of the most important measures for gaining competitive edge and has been argued to be the most important indicator of repurchase intentions. Yet, in the field of tourism, repurchase intentions and consumer loyalty are often predicted solely by measures of consumer satisfaction and/or service quality. One market in need of repurchase intention research is the golf traveler market. Thus, the purpose of this study was to investigate the measurement and utilization of the construct of golf travelers’ perceived value. Results suggest that current measures of perceived value may be inappropriate and do not capture the construct of perceived value of a service. These findings indicate that theoretical development of perceived value is in need of further research and understanding. Managerial and theoretical implications are discussed.
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