The Research On Influcing Factors Of Customer Loyalty Of Chinese Cruise Passengers

In China,we have witnessed a period of rapid growth and remarkable change in the cruise industry,which is one of the fastest growing and most dynamic segments of the entire tourism and leisure travel market in recent years.It is believed that though the Chinese cruise industry is still in its infancy stage,its prospects are quite promising.An emerging middle class could support a robust cruise industry in China.Although cruising has not yet been widely accepted in China,with the increase of disposable income and the increasing interest of people in cruising,it will be very common for Chinese people to choose cruise tourism as an important form of vacationing.Cruising,which represents a higher standard of living and a better life,becomes attractive to Chinese people.Without doubt,the emergence of a newly rich middle class and the expansion of an outbound source market provide the cruise tourism industry in China with huge opportunity for development.However,compared to an industry with "explosive growth",the cruise tourism sector has"surprisingly little" academic literature.Very limited research has touched this thriving tourism sub-sector.Recently,a large group of researchers have lamented the lack of research attention to this niche form of tourism.Particularly,as a foundational issue in developing the industry in emerging markets,research on case research and Chinese cruise tourists loyal behavior is rare in existing literature.Therefore,the purpose of this paper is to explore the formation of customer loyalty in promoting the cruise industry in China,by applying the empirical research approach.Customer participation(CP)is established in the marketing literature as a most important construct to determine behavior in the future.Studies showed that CP has important effects on customers'post-consumption behavior,such as customer value,satisfaction,repurchase intentions,and word-of-mouth communications.Despite the importance of CP for competitive advantage,few studies have been conducted on how CP elicits outcome variables,such as customer value,satisfaction,and loyalty in the context of cruise lines.Additionally,the importance of service personal values has not been well-documented,which are essential aspect of the frontier research and only stay in the phase of conceptual and exploratory case studies.Apparently,no studies have jointly verified the effects of service personal values on outcome variables in the context of cruise lines.Since service personal values existing at the highest level ion in four-level cognitive structure of customers are key central elements in consumers' cognitive structure,meaning that it may be possible to better understand consumer behavior by understanding and working on consumer service personal values.And as a peculiar and high-end tourism product,cruise tourism needs to provide visitors with a high level of spiritual demand(e.g.,Service personal values).Hence,a comprehensive for service personal values is needed to identify which service personal values are critically important for understanding cruise vacationers'post-consumption behavior.To bridge the gap in the travel and leisure literature,this study provided an integrated approach to understanding the effects of CP,service personal values,and customer satisfaction on cruise vacationer loyalty.In addition,this study accounted for the effect of collectivism on CP with giving that the individual's cultural background is the key factor in determining their behavior.This study attempted to incorporate price sensitivity as the moderator in the structural model to evaluate how price sensitivity influences the strength of some relationships,on account of having the largest proportion of consumers of price sensitivity in China.