This research aims to analyze and explain the effect of consumption values on behavior intention through perceived beneficial image as mediator. The object of the research was English tour in English Village Pare, while the subjects were Tourists from outside Pare who are also students in English Village Pare and all their graduate. The sample size of the research was 197 respondents. The sampling technique used in the research was purposive sampling. The data was analyzed technique using structural equation modeling with AMOS as analysis tool. Based on the result of analysis, it showed that consumption values has positive and significant influence on perceived beneficial image tourists and language students in English Village Pare. Consumption values has not significant influence on the behavior intention tourists and language students in English Village Pare. Perceived beneficial image has positive and significant influence on behavior intention tourists and language students in English Village Pare. Perceived beneficial image has mediator the influence of consumption values on behavior intention tourists and language students in English Village Pare.