Potential Mainland Chinese Cruise Travelers' Expectations, Motivations, and Intentions

Daisy X.F. Fan, Cathy Hui-chun Hsu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

32 Citations (Scopus)


The global cruise industry is the fastest growing sector in the entire leisure market. Due to the limited development of the Chinese cruise sector and government controls on outbound travel, the cruise, especially the outbound cruise, is a new concept in China. Few studies have addressed Chinese consumers' perceptions of cruises. This study aimed to explore the preferences of potential Chinese cruisers and their expectations, motivations, and intentions in relation to taking an outbound cruise. This study also proposed and tested a conceptual framework: the Expectation, Motivation, and Intention (EMI) Model. Data were collected in Beijing and Shanghai; 242 valid responses were received. The results partially supported the proposed model. The theoretical and practical contributions of the study are discussed.
Original languageEnglish
Pages (from-to)522-535
Number of pages14
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 1 Jan 2014


  • China
  • Cruise
  • EMI Model
  • expectation
  • intention
  • motivation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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