The Influence Mechanism of Customer Value on Tourism Consumers' Action Intention

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.