Abstract
The objectives of this study were to find the Hong Kong cruise travelers’ profile, motivation factors, and satisfaction level, and to assess the important determinants and the probability of cruise travelers joining cruise travel again. A structured personal interview was conducted and a systematic sampling approach was used to select 330 respondents from five vessels. A service performance model was adopted and descriptive and logistic regression analysis was employed. The results indicated that the major traveling motivation factors were “Escape from normal life”, “Social gathering”, and “Beautiful environment and scenery”. Travelers reported a high satisfaction level with food and beverage facilities and quality and staff performances. However, they were dissatisfied with the factors of “Attractiveness, variety and organization of entertainment”, “Sport/fitness, shopping and child care facilities”, and “Seating space in F&B outlets”. The most important determinants of joining cruise travel again were “Accommodation”, “Food and beverage” and “Entertainment”.
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