Exploring Tourist Perceived Value: An Investigation of Asian Cruise Tourists' Travel Experience |
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Authors: | Sangchoul Yi Jonathon Day Liping A Cai |
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Institution: | School of Hospitality and Tourism Management , Purdue University , West Lafayette , Indiana , USA |
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Abstract: | The present study explores Asian cruise travelers' perceived value of the travel experience and the effect of perceived value on satisfaction and behavioral intention. To measure Asian travelers' multi-dimensional perceived value, a cognitive-affective perceived value model was utilized. Survey items were adapted from cruise travel attribute items and SERV-PERVAL scales. Exploratory factor analysis was performed to identify travelers' cognitive and affective perceived value. Structural Equation Modeling (SEM) was conducted in order for researchers to examine how tourists' multi-dimensional perceived value construct affected travelers' satisfaction and behavioral intentions. Statistical results showed that Asian cruise travelers have four sub-dimensions of cognitive perceived value: “facility,” “food & beverage (F&B),” “entertainment,” and “staff.” Affective perceived value was measured by emotional response measurement items. The current study indicated travelers' perceived value of the cruise experience affects travel satisfaction and travelers' behavioral intention. |
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Keywords: | affective perceived value Asian cruise tourists cruising experience cognitive perceived value |
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