Perceived Value and Behavioral Intentions of Cultural Heritage Visitors: A SEM Analysis Using Lingnan Classical Gardens as a Case Study

In the context of urban cultural heritage tourism, this study examines how visitors’ expectations and perceptions contribute to satisfaction and loyalty. We develop and validate an integrative model using structural equation modeling (SEM) on data collected from a large-scale visitor survey of Lingnan classical gardens in China, supplemented by quantitative simulation analysis. The results reveal that Cultural Expectation (CE) and Spatial Expectation (SE) serve as key antecedents to Perceived Cultural Immersion (PCI) and Perceived Spatial Aesthetics (PSA), respectively. PCI and PSA both positively influence visitors’ Perceived Value (PV), which in turn drives overall Satisfaction (SAT) and ultimately enhances Loyalty (LOY). Notably, PCI and PSA act as mediators in the model, channeling the influence of initial expectations into value perception and satisfaction. By highlighting the roles of cultural immersion and spatial aesthetics, this research extends the perceived value–satisfaction–loyalty paradigm in cultural heritage tourism. Theoretically, it bridges urban cultural heritage and environmental psychology with place-attachment theories. Practically, the findings offer guidance for cultural landscape management and visitor experience enhancement, suggesting that narrative storytelling, interactive cultural engagement, and authentic spatial design can elevate perceived value, satisfaction, and loyalty. This article will provide valuable reference material for urban planners.