Applying the Theory of Consumption Values to Understand Traveler's Choice on Cruise Tourism

• Main Authors: Yann-MingLie, 賴彥銘
• Other Authors: Pie-Chun Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/33482722321203395612

碩士 === 國立成功大學 === 交通管理科學系 === 103 === This study applies the theory of consumption values to determine the factors influencing consumer choice behavior regarding cruise tourism. It also examines whether there are significant differences in consumption values and choice behavior between consumers with different cruising experiences. Cruise ship tourism has experienced strong international growth in recent years. The cruise tourism trend has risen in Asia with the recovery of the global economy and the cruise tourism market in Taiwan is in a highly developing stage. With the great advantage of this service industry, the factors that affect the customers to choose this kind of tourism have become more intriguing to related businesses. This research is to explore the impact of consumption values of Taiwanese travelers on their choice behavior in cruise tourism and to establish an effective marketing strategy for local markets to promote the development of cruise tourism. Since customer behavior can provide simplified observations of the complicated customer choices, the structure of this research is based mainly on consumption value theory. This investigates the relationships between five different kinds of consumption values of Taiwanese customers and their choice behavior in cruise tourism with a structural equation model (SEM). This research investigates the differences between two different groups of customers that are “experienced” and “non-experienced” in cruise tourism to distinguish the different strategies for keeping the original customers and for appealing to potential travelers for cruise tourism. Based on the results of this research, the study offers useful suitable marketing strategies for improving cruise tourism in Taiwan. The managerial implication should encourage all customers to transfer their desires for cruise tourism to real actions.