earticle

영어

This study is to verify the effect of Consumption Value and Consumption Propensity of Cruise Tourist's on Behavior Intention. Consumption Values set the five components of functional, social, emotional, rarity and situational values. Consumer Propensity of Cruise Tourist's set three components of practical, impulsive, conspicuous and other people conscious tendencies. And Behavior Intention is consist 4 items of a factor. A concent validity and a convergent validity of variables confirmed, also their reliabilities confirmed. It is summarized as follows that the result of hypothesis examined about impact relationship between Consumption Value, Consumption Propensity and Behavior Intention. Firstly, Consumption Value of Cruise Tourist has a positive effect on three factors of Consumption Propensity(H1-1, H1-2, H1-3). Secondly, Consumption Value and Consumption Propensity have a positive effect on Behavior Intention(H2, H3). Through this study, Travel agencies and Criuse Companies will provide a more marketing strategies for the needs of Cruise Consumers to set the direction of development for the planning Cruise Tourism Products.