Abstract
The cruise industry is the fastest growing leisure market in the world. As an essential component, the cruise market in China has been growing rapidly over recent years with the introduction of favorable government policies, new cruise terminals, and increased cruise awareness of customers. Unfortunately, only a few studies have investigated the perceptions of Mainland Chinese consumers toward such an industry. Hence, by adopting qualitative and quantitative research methods, this study explores how the motivation and intention of potential cruise consumers differ in terms of their demographic background. Travelers of different ages, incomes, and marital status groups demonstrate varying cruise motivations and intentions. The influences of motivation factors on the cruise intention of consumers were also explored. Both the theoretical and practical contributions of the study were proposed accordingly.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
