Research on the High-quality Development Path of Asian Tourism under the New Type of Operation: Take Global Famous Cruise Brand America Princess Cruise Company as an Example

Abstract

Purpose - The purpose of this paper is to explore the existing problems of the Asian Cruise Service Quality. Based on the relationship between customer participation , customer service personal value and customer loyalty, this paper expounds on how European and American cruise companies can improve customer loyalty by enhancing “customers’ personal value perception to realize the harmony and unity of the enterprises’ profits and social benefits.
 Design/Methodology/Approach - Based on marketing, the paper studies the low service quality problems of Asian cruise companies. Based on the case analysis and the marketing theories regarding Service-dominant Logic, Customer Value Theory, Customer Loyalty Theory, taking Amercian Princess Cruise company as an example, found the main problems of Asian cruise companies: Low customer loyalty and poor customer experience. Therefore, we make three suggestions.
 Findings - This paper analyses the promotion path of Carnival Cruise Line, which includes powerful cultural values, surprise service, zero burdens etc. to promote the customer’s personal value perception, therefore obtain the loyalty of the customers. The above empirical research results uncover the relationship among customer participation, personal service value, and customer loyalty, and customers’ participation always helps to strengthen their loyalty (Dubé and Renaghan, 2000; Guo Anxi et al., 2013; Kashyap and Bojanic, 2000; Williams and Soutar, 2009).
 Research Implications - In the management of this paper, this study has significance in improving the development of Asian tourism, improving user experience and service quality which will also provide a reference for other “scholars’ follow-up research