Abstract
The literature on cruise tourism is primarily Western-focused, which could differ compared to those in Asia Pacific. To address this gap, this study combines motivation and cruise preferences for a better understanding of repeated Chinese cruisers amid COVID-19 via the use of conjoint and cluster analysis. The findings revealed that shore activity is more important than cabin price and duration. Sight-seeing is the most strongly preferred shore excursion, followed by visiting natural scenery. This study contributes by providing insight into the current views of the Chinese travel market, and provides suggestions to cruise companies on target segments, product design, and marketing strategies in preparation for travel recovery.
Translated title of the contribution | Investigating the Motivations and Preferences of Chinese Cruise Travelers Amid COVID-19 |
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Original language | Chinese (Simplified) |
Pages (from-to) | 92 - 117 |
Number of pages | 26 |
Journal | Journal of China Tourism Research |
Volume | 19 |
Issue number | 1 |
DOIs | |
Publication status | Published - Feb 2023 |
Keywords
- attributes
- China
- COVID-19
- Cruise tourism
- marketing strategy
- motivation
ASJC Scopus subject areas
- Cultural Studies
- Language and Linguistics
- Linguistics and Language
- Tourism, Leisure and Hospitality Management