Research On The Influence Mechanism Of Chinese Cruise Tourism Customer Value From The Perspective Of Product Attributes

Since 2006,China's cruise market has been one of the fastest growing markets.After a golden decade of development,the cruise market has stagnated.The reason is that the cruise products of most international cruise giants are developed according to the taste of the North American market,which does not meet the needs of Chinese consumers.Therefore,it is particularly important to understand Chinese tourists' attention to product attributes and the deep reasons for choosing products,and to grasp the influence mechanism of cruisers' value.Based on the Means-End Theory,this paper conducts a gradient interview on tourists,codes the interview content,constructs a relationship matrix,and then forms a hierarchical value map,qualitatively identifies the factors that affect the customer value of Chinese cruise tourism,and constructs an influence mechanism model of the customer value of Chinese cruise tourism.Combined with the Theory of Customer Value and the Attribute Knowledge Theory,the relationship between product attribute quality,tourist emotion,tourist experience and customer value variables in the model is assumed,and was quantitatively verified by regression analysis based on the Ctrip tourist rating data.The final optimized model was formed by eliminating the factors with insignificant influence according to the verification results.The results show that: 1)Core attributes such as catering,accommodation,service,entertainment and cruise product features are the key attributes that cruisers pay attention to.2)The customer value of Chinese cruise tourism presents the level of attributeconsequence-value.Attribute is the means for tourists to achieve the goal,and the consequence-value are the goals obtained through attributes.3)In the influence mechanism model of Chinese cruise tourism customer value from the perspective of product attributes,the results of ordered logistic regression show that,except hull attributes,the quality of the other 8 attributes has significant influence on customer value.4)The step by step regression coefficient test results show that tourist emotion has a significant mediating effect on the relationship between attribute quality and customer value.5)Tourist experience has a significant moderating effect on the quality of six attributes,such as accommodation and product characteristics,and customer value.However,the moderating effects of tourist experience on shore sightseeing,perceived price and customer value are not significant.Finally,based on the above conclusions,this paper puts forward some suggestions.Including reducing the perceived price of consumers to attract the attention of tourists;Improve the quality of product attributes,improve customer value;Strengthen cruise service quality management to reduce negative emotions of tourists;Regularly upgrade and transform the products to increase the revisit rate of tourists.