Research Output
Investigating the motivations and preferences of Chinese cruise travelers amid COVID-19
  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. Sightseeing 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.

  • Type:

    Article

  • Date:

    22 July 2022

  • Publication Status:

    In Press

  • DOI:

    10.1080/19388160.2022.2103606

  • Cross Ref:

    10.1080/19388160.2022.2103606

  • ISSN:

    1938-8160

  • Funders:

    Edinburgh Napier Funded

Citation

Chu, A., & Tung, V. (in press). Investigating the motivations and preferences of Chinese cruise travelers amid COVID-19. Journal of China Tourism Research, https://doi.org/10.1080/19388160.2022.2103606

Authors

Keywords

cruise tourism; motivation; attributes; COVID-19; marketing strategy; China

Monthly Views:

Available Documents