Author: Fan, Xuefeng Daisy
Title: Potential mainland Chinese cruise travelers' expectation, motivation, and intention
Degree: M.Sc.
Year: 2011
Subject: Cruise lines -- China.
Travelers -- China -- Attitudes.
Ocean travel.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: ix, 79 leaves : ill. ; 30 cm.
Language: English
Abstract: The cruise industry is the fastest growing category in the entire leisure market. To China, cruise industry, especially the outbound cruise is a new concept because of the limited development and restricted policies of tourism. So far, although there are some research on the motivation of cruise in Asia, such as Hong Kong (Qu, and Wong, 1999) and Taiwan (Josiam, Huang, Spears, Kennon, and Bahulkar, 2009), few publications mentioned Mainland Chinese consumers' perception of cruise. To bridge this gap, this study aimed at exploring the preferences of Mainland Chinese potential cruisers and the expectation, motivation and intention of cruise. This research also developed a conceptual framework, Expectation, Motivation and Intention (EMI) Model based on the three constructs with comprehensive literature reviews. Data was collected in Beijing and Shanghai with 242 valid respondents and the results showed that the proposed model was partially supported. Results of the research provided two significant contributions. Theoretically, it provided a new relationship model among expectation, motivation, and intention of Mainland Chinese potential cruise travelers. Practically, the results provided cruise operators and travel agents specific insights on the market in Mainland China, and also offered some practical implications.
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