How Event Quality Shapes Behavioural Intention: Perceived Value as an Evaluative Mechanism among Female Attendees

Abstract

Tourism events contribute to cultural promotion and destination development, however, the process through which visitors convert event experiences into future behavioural intention remains insufficiently examined. This study investigates perceived value as an evaluative mechanism linking event quality to behavioural intention among female attendees in cultural tourism events. Using the Visit Melaka 2025 events as the research context, the study examines how four event quality dimensions namely event time, ambience, event entertainment and organiser interaction influence perceived value and subsequent behavioural intention. The study adopts a quantitative design, with survey data collected from 154 female attendees and analysed using SPSS through correlation, regression and mediation analyses. The results indicate that all event quality dimensions significantly affect perceived value, which in turn exerts a strong positive influence on behavioural intention. The findings further confirm that perceived value mediates the relationship between event quality dimensions and intentions to revisit or recommend the event. This study contributes to event tourism research by positioning perceived value as a central evaluative mechanism in the formation of loyalty among female attendees and provides practical insights for designing tourism events that enhance perceived value.