This study applies the theory of consumption values to investigate the factors influencing consumer choice behavior in cruise tourism. It also examines whether there are significant differences in consumption values and choice behavior between consumers with different cruising experiences. Using data collected from a survey of a group of tourists in Taiwan. A structural equation model (SEM) was employed in this research. Results indicated emotion value and epistemic value positively influence tourist choice behavior. The practical implications of the research findings on marketing strategies through the enhancement of emotion value and epistemic value in cruise tourism are discussed.