Main Article Content
We took tourism as the research object and used structural equation modeling to examine the influence of perceived discrimination, loss of face, customer value, tourism intention, and sense of power on the consumption experience. Participants were 717 holidaymakers recruited from several major tourist attractions in China. The results were as follows: (a) Both loss of face and customer value had a mediating effect on the relationship between perceived discrimination and travel intention; (b) loss of face and customer value had a chain mediating effect on the relationship between perceived discrimination and travel intention; and (c) sense of power had a moderating effect on the relationships between perceived discrimination and loss of face, and between perceived discrimination and customer value. Suggestions are provided for practitioners to improve marketing performance.