Frontiers in Psychology | |
Segmenting Cruise Consumers by Motivation for an Emerging Market: A Case of China | |
Yue Jiao1  Yating Hou2  Yui-yip Lau3  | |
[1] College of Business Administration, Shanghai Business School, Shanghai, China;Department of Education, Party School of Linhai Municipal Party Committee of C.P.C., Linhai, China;Division of Business and Hospitality Management, College of Professional and Continuing Education, The Hong Kong Polytechnic University, Hong Kong, Hong Kong; | |
关键词: cruise ships; cruise tourism; cruise passenger; motivation; classification of cruisers; | |
DOI : 10.3389/fpsyg.2021.606785 | |
来源: Frontiers | |
【 摘 要 】
After around four decades of fast growth, the cruise industry has become the most profitable and dynamic segment in the entire global leisure and tourism sector. Behind this growth is a significant shift in the profile of cruise consumers/passengers/tourists, with growth rates twice as fast as those of other types of tourists. China has become a strategic emerging market for the global cruise industry, quickly developing their cruise reception business and holding about 10% of the market share of global cruisers. In this paper, we examine and categorize various travel motivations of Chinese cruise tourists by means of a questionnaire via factor analysis, mean analysis, and K-cluster analysis. The results of the study indicate that Chinese cruise tourists are primarily encouraged to participate in cruise tourism by the motivational dimensions of family leisure/relaxation, natural and cultural exploration, bond/communication, social respect, tourism shopping, and cruise-promotion information sources. The strongest motivations for Chinese cruise tourists were found to be family leisure/relaxation and natural/cultural exploration. We identify four types of cruisers using the K-means cluster method. We find that for all cruiser demographics, leisure/relaxation is the most important motivational factor. Based on these results, we propose some specific solutions for expanding the customer pool in the Chinese cruise market.
【 授权许可】
CC BY
【 预 览 】
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RO202107145291019ZK.pdf | 1228KB | download |