Date of Award

Spring 2015

Degree Type


Degree Name

Master of Science (MS)


Hospitality and Tourism Management

First Advisor

Howard Adler

Second Advisor

Xinran Y Lehto

Committee Chair

Howard Adler

Committee Co-Chair

Xinran Y Lehto

Committee Member 1

Jonathan G Day


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.