This study was conducted to theoretically the structural relationship between the Personal value propensity, selection attributes of travel places, perceived values and behavior intention from the perspective of the promotion of fair tourism. To this end, a survey was conducted on travelers with value experience of fair tourism. The results of the empirical analysis are summarized as follows.
First, in the impact of Personal value propensity on selection attributes of travel places, travelers' pursuit of inner motivation has a significant negative correlation on facilities, services and nature and culture, while the pursuit of outer motivation has a significant positive influence on facilities, services, and nature and culture.
Second, in the impact of Personal value propensity on the perceived value of the fair travel, the pursuit of internal motivation has a significant positive influence on the emotional values during value experiences of fair tourism, but there is no significant influence on social and functional values.
Third, in the influence of selection attributes of travel places on the perceived value of the fair travel, facilities and services had a significant positive correlation on the emotional, social and functional values. Nature and culture has a significant positive influence on the emotional and social values, but no significant impact on functional values.
Fourth, in the influence of Personal value propensity on behavior intention, there is no significant variable. In addition to the impact of selection attributes of travel places on behavior intention, facilities, services nature and culture has a positive influence.