Mengdi Liu, Maria Jesus Delgado Rodriguez, Bo Wendy Gao and Naipeng (Tom) Bu
The study explores how customization travel improves customer experience. This study employed the “tourist needs business model perceived results” hierarchical model of customer-perceived value. This approach differs from the ones used by previous studies that locate all customer-perceived value dimensions at the same level. The empirical data show that enterprise functions and personnel functions significantly influence the result level at 0.01 level, including the cost, social, and hedonic values. However, travel value, which contains products and services, cannot affect tourists’ social value (p> 0.05). Given the result level is closer to the psychological level, whether the objective needs of tourists are met or not under the customization mode affects their subjective level of perceived value. This paper intends to provide a reference structure for tourism companies to realize the maximum value transmission of tourism products and services.