Sustainable tourism relies on destination. Sustainable tourism is applicable not only to the environmental perspective , but also to the industries of practical hospitality and tourism. Maintaining sustainable tourist and guest flows at hotels are two of the main concern s of sustainable tourism . This study particula rly focuses on tourist consumpti on and shopping behavior. The shopping behavior of tourists differs from that of local residents . Sensory feeling s , exotic environment , as well as utilitarian value influence tourist shopping behavior. Hence, destination marketing organizations should iden tify tourists’ perceived value with regards to shopping. However, few studies have investigated the perceived value held by tourists toward shopping. Therefore, the current study attempts to investigate tourists’ perceived value (i.e., emotional value, soc ial value, functional value in terms of performance, and functional value in terms of price). Through convenience sampling, 708 usable samples were collected in the summer of 2014 in Hong Kong. Findings reveal that functional value in terms of price is the most influential factor , w hereas social value is the least influential factor from the perspective of tourists . These findings may contribute to the creation and implementation of effective marketing strateg ies for DMOs , and may provide implications to lo cal residents by highlighting the remaining aspect to be enhanced.