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Investigating the motivations and preferences of Chinese cruise travelers amid COVID-19

Chu, Angela; Tung, Vincent

Authors

Vincent Tung



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.

Journal Article Type Article
Acceptance Date May 27, 2022
Online Publication Date Jul 22, 2022
Publication Date 2023
Deposit Date Jul 28, 2022
Publicly Available Date Feb 15, 2023
Journal Journal of China Tourism Research
Print ISSN 1938-8160
Electronic ISSN 1938-8179
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 19
Issue 1
Pages 92-117
DOI https://doi.org/10.1080/19388160.2022.2103606
Keywords cruise tourism, motivation, attributes, COVID-19, marketing strategy, China
Public URL http://researchrepository.napier.ac.uk/Output/2890867

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