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An examination of the role of service quality and perceived value in visitor attraction experienceThe purpose of this paper is to examine the role of service quality and perceived value in service experience in UK attraction context. Data was collected in the Midlands Region of the UK from two visitor attractions utilising mixed-mode survey approach. A total of 507 usable questionnaires were analysed using ordinary least squares (OLS) multiple regression analysis to examine the relationship between the constructs. The findings confirm the cognitive-affective-conative order between the service constructs within the context of UK visitor attractions. This study has improved the understanding of the role of value in service experience, particularly attraction context, providing evidence that value exerts relatively more influence on satisfaction and behavioural intention than service quality. More specifically emotional value exerts more influence on satisfaction and behavioural intention than other forms of value. Managers need to view the visitor experience holistically rather than concentrating on one or two service construct(s).