Why do you cruise? Exploring the motivations for taking cruise holidays, and the construction of a cruising motivation scale

Kam Hung, James F. Petrick

Research output: Journal article publicationJournal articleAcademic researchpeer-review

193 Citations (Scopus)


The purposes of this study were to develop a measurement scale for motivation to cruising and to examine the role of cruising motivation on intention to cruise. The motivation measurement scale was developed by following the procedures recommended by Churchill (1979). The scale was tested and found to be both reliable and valid. The role of cruising motivation on intention to cruise was tested with an online panel survey and it was found that cruising motivation has a positive influence on cruising intention. Based on the study results, some marketing implications were provided to the cruise industry.
Original languageEnglish
Pages (from-to)386-393
Number of pages8
JournalTourism Management
Issue number2
Publication statusPublished - 1 Apr 2011


  • Cruise tourism
  • Cruising intention
  • Cruising motivation
  • Measurement scale development

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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