The Malaysian government received two endangered pandas as a diplomatic gift from the government
of China to mark 40 years of strong diplomatic ties between the two countries . T he Giant Panda
Conservation Centre (GPCC) in Zoo Negara was established to show Malaysia’s commitment towards
China’s governmental efforts in increasing the number of the endangered giant panda worldwide and
establishing a distinctly new niche tourism attraction called Panda Tourism ( The attraction has
pulled many local and international visitors from different countries across Asia, Europe, North
America, and Australia. However, research on the rationale, benefits, issues, and future of PT
initiative remains under explored . The present study attempts to understand the PT concept by
measuring the consumption value dimensions of PT , namely; functional, social, emotional, epistemic
and conditional and how these dimensions affect tourists behavioural intention to visit other PTs
throughout the world. In addition, the study measured the mediation effect of destination image
toward the relationship of consumption values and tourists behavioural intention. The findings of this
study are among the early attempts to better understand the rationales, benefits, and potentials of PT
as a niche tourism concept in Malaysia. The study employed the survey questionnaire to gather
quantitative data. Data were analyzed using the SmartPLS 3.0 software. The results of the analysis
identified conditional, functional, and social as the significant determinants of Consumption Value
towards tourists’ behavioural intention to visit PT Further more, functional value proved to have
significant direct as well as indirect influence on the tourists’ behavioural intention.