Abstract: Taking tourism consumers as the object, this paper analyzes the structural relationship among customer value, relationship quality and action intention. The results show that utilitarian value has a positive impact on hedonic value; utilitarian value has a positive impact on trust, satisfaction and commitment of relationship quality; hedonic value only has a positive impact on trust and satisfaction; satisfaction and commitment have a positive impact on brand loyalty; hedonic value plays a mediating role between utilitarian value and relationship quality.