Exploring factors affecting consumers’ revisit intention towards luxury hotels in the post-pandemic era

This study investigates Chinese consumers’ revisit intentions toward luxury hotels in Sanya during the post-epidemic era, using the value-attitude-behavior (VAB) model along with perceived risk as a moderating variable. Empirical analysis was performed with the partial least squares structural equation modeling (PLS-SEM) based on data from 421 valid questionnaires. Results show that symbolic value (SV), experiential value (EV), and functional value (FUV) all positively influence consumers’ attitudes (ATT) toward luxury hotels, thereby increasing their likelihood to revisit. Although financial value (FIV) positively impacts revisit intention (RI), its effect on attitude is not significant. Furthermore, perceived risk (PR) negatively moderates the link between attitude and revisit intention, indicating that higher perceived risk reduces the positive influence of attitude on behavior. This research advances the VAB model by integrating multidimensional values and risk adjustment mechanisms, providing insight into consumer behavior before and after the epidemic. Practically, it suggests that luxury hotels should enhance safety measures (such as health protocols and flexible booking policies), refine culturally rooted services, and improve perceptions of financial value through cross-industry collaborations. This study offers both theoretical support and practical recommendations for the recovery of high-end tourism in the post-epidemic period.