Year: 2022
Type: article
Study design: Observational Study
Abstract: The literature on cruise tourism is primarily Western-focused, which could differ compared to those in Asia Pacific. To address this gap, this study combines motivation and cruise preferences for a better understanding of repeated Chinese cruisers amid COVID-19 via the use of conjoint and cluster analysis. The findings revealed that shore activity is more important than cabin price and duration. Sight-seeing is the most strongly preferred shore excursion, followed by visiting natural scenery. This study contributes by providing insight into the current views of the Chinese travel market, and provides suggestions to cruise companies on target segments, product design, and marketing strategies in preparation for travel recovery.
Authors: Angela Chu, Vincent Tung
Institutions: Edinburgh Napier University, Hong Kong Polytechnic University
Language: English
Subfield: Transportation
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4286457249