Study On The Impact Of Hainan Cruise Tourist Experience Quality On Loyalty

With the continuous development of cruise tourism market at home and abroad,a large number of cruise industry focus on improving tourists’ experience and actively promoting its marketing service strategy to attract new customers and retain existing customers.Whether the value of cruise tourists’ experience quality affects the satisfaction and loyalty of cruise tourists to Hainan is particularly important.Through reading and comparing cruise tourism research literature,this paper understands the research trends of cruise tourism experience,explores the specific manifestations of tourist experience perceived value,research models and measurement methods,and analyses and evaluates the concept,manifestations and measurement methods of cruise tourist loyalty.The purpose of this study is to construct a cruise tourist experience perceived value with respect to tourist loyalty.The correlative research model includes three dimensions which can predict cruise tourists’ loyalty:product and service quality,environment quality and result quality.Each research variable plays a direct/indirect role in cruise tourists’ loyalty.The measurement method used in this study also clearly illustrates cruise tourists’ loyalty to cruise environment and experience quality.Relevance of loyalty manifestations of post-purchase behaviors such as service quality and perceived value.Finally,a loyalty survey based on the experience quality of Hainan cruise tourists is established through a questionnaire survey to explore the possible causes of the survey results caused by the current experience quality,and further put forward the problems and shortcomings of Hainan cruise tourism,which provides reference data and suggestions for Hainan cruise tourism operators.Based on the background of Hainan cruise tourism market,this paper expounds the dynamic and current situation of Hainan cruise,and then studies the loyalty of Hainan cruise passengers by means of literature analysis,measurement and evaluation,and questionnaire research(the subjects are Xisha eco-tourism cruises,with 400 questionnaires and 338 valid questionnaires).There is no correlation between the quality value of tourists’ experience and loyalty.The survey also combs out the characteristics of the main tourist groups for local cruise nanagement,and makes a clear analysis of cruise facilities and products to be improved and the service quality to be improved.Finally,this paper also puts forward some suggestions and prospects to make the cruise tourism in Hainan belter meet the needs.Needs and expectations of domestic and international tourists.