What Chinese cruisers want: An analysis of product preferences

Yaming Yang, Purdue University


Cruise travel has become increasingly popular, and the number of cruisers is growing rapidly. China plays a dominant role in worldwide tourism owing to its large population and fast economic development. It is a potential major market for the cruise industry. The number of inbound and outbound Chinese travelers continues to increase, generating growing interest in cruise travel. Investigating what Chinese cruisers want from cruise travel has great significance; however, little research has been conducted concerning Chinese travelers' preferences in the cruise product domain. The purpose of the present study is to address this gap by investigating Chinese travelers' cruise product preferences. This study also features an exploratory analysis on motivational factors in a Chinese context. Theoretical and practical implications are discussed.




Lehto, Purdue University.

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