基于感知价值与风险的邮轮旅游者重游意向研究

A Study of Cruise Tourists’Revisiting Intention Based on Perceived Value and Risk

邮轮旅游作为一种新兴的旅游形式,是现代旅游业中潜力巨大、发展迅速的高端旅游活动。文章通过建立感知价值和感知风险模型,对472个有效的邮轮旅游者样本进行分析,揭示了其再次选择邮轮产品的行为意向。结果表明,感知价值对旅游者再次选择邮轮产品的意向有显著正向影响,其中心理价值和功能价值的影响最大;感知风险对再次选择邮轮产品的意向有显著负向影响,其中安全风险和时间风险的影响最大;此外,通过分析得到感知风险会通过感知价值的中介作用影响旅游者再次选择邮轮产品。最后,深入分析了实证结果的意义,提出了提高邮轮旅游者重游意向的措施建议。

Cruise tourism,noted for its great potential and rapid development,is a high-end activity in modern tourism.This paper analyzed 472 valid samples with cruise travel experience,established a model by incorporating perceived risk and perceived value,and revealed the behavioral intention of cruise tourists to choose cruise tourism again.The result shows that perceived values,especially psychological value and functional value,have a significant positive effect on the intention of revisiting.Perceived risks,among which safety risk and time risk are the most influential,can affect the intention negatively.Perceived risks influence the willingness to revisit through the mediating effect of perceived values.Finally,this paper analyzes the significance of the empirical results and puts forward some suggestions on how to improve cruise tourists’intention of revisiting.