How tourists choose destination is the hotspot of research in the field of tourism. The paper, taking Macau visitors as the research object and based on the means-end chain theory, makes an exploration on this issue from the perspective of tourists’perceived customer value. We classify the customer value into three levels:tourism destination attributes, expected tourism consumption results and realization of individual cultural values, quantitatively examine the relations among them, and describe the structural features of the tourists’customer value. The study shows that different individual cultural values affect different tourists’ expected consumption results, and then affect their tourism decisions on the weights of different destination attributes.%游客如何选择旅游目的地是目前旅游领域研究的热点。文章以访澳游客为研究对象，依据途径-目的链理论，从感知顾客价值的角度对这一问题进行了探索。作者将游客顾客价值视为以旅游目的地属性、期望的旅游消费结果和实现的个人文化价值观三个层级，然后定量考察这3个层级变量之间的关系，描述了游客顾客价值的结构特征。研究表明：不同的个人文化价值观影响游客所期望的消费结果，进而影响游客旅游决策中不同目的地属性的权重。
展开▼
