The complexity of cruise tourism is high, and various factors determine the product value. Value for money has an important effect on cruisers’ choices. This paper comprehensively discusses the effect of ship attributes and onboard and onshore experience on cruise passengers’ perception of value for money. This discussion is helpful for cruise companies to identify key attributes and subsequently implement improvement strategies. Taking nearly 100,000 items of tourist review data as samples, this paper primarily discusses the effect of cruisers’ nine-dimensional experience on the perception of value for money and the differences under different market positioning gleaned from content analysis, regression analysis and multi-group comparison. Results show that embarkation, cabin, dining, entertainment, service, fitness, activities, public room and shore excursion experiences have a significant effect on tourists’ perceptions of value for money. From the perspective of brand positioning, the situation of a luxury cruise is quite different from that of a standard and premium cruise, whereas the standard and premium cruise are similar. Furthermore, unlike standard and premium cruises, the physical attributes of luxury cruises such as ship size and launch year have no significant effect on tourists’ perceptions of value for money. Research results will help cruise companies improve tourist satisfaction and value for money based on market positioning and key attributes.

邮轮旅游复杂度高，多种因素决定产品价值。性价比对巡洋舰的选择有着重要影响。本文综合讨论了船舶属性以及船上和岸上体验对邮轮乘客物有所值感知的影响。这种讨论有助于邮轮公司识别关键属性并随后实施改进策略。以近10万条旅游评论数据为样本，通过内容分析、回归分析和多组比较，初步探讨了邮轮九维体验对性价比感知的影响以及不同市场定位下的差异。 。结果表明，登船、客舱、餐饮、娱乐、服务、健身、活动、公共房间和岸上游览体验对游客的物有所值感知有显着影响。从品牌定位来看，豪华邮轮与标准、高级邮轮的情况有很大不同，而标准、高级邮轮则相似。此外，与标准游轮和高级游轮不同，豪华游轮的物理属性（例如船舶尺寸和推出年份）对游客的物有所值感知没有显着影响。研究结果将帮助邮轮公司根据市场定位和关键属性提高游客满意度和物有所值。