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Potential mainland Chinese cruise travelers’ expectations, motivations, and intentions.

Fan, D. X.F. and Hsu, C.H.C, 2014. Potential mainland Chinese cruise travelers’ expectations, motivations, and intentions. Journal of Travel & Tourism Marketing, 31 (4), 522 - 535.

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Article Main Body - Daisy Fan.pdf - Accepted Version
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DOI: 10.1080/10548408.2014.883948


The global cruise industry is the fastest growing sector in the entire leisure market. Due to the limited development of the Chinese cruise sector and government controls on outbound travel, the cruise, especially the outbound cruise, is a new concept in China. Few studies have addressed Chinese consumers’ perceptions of cruises. This study aimed to explore the preferences of potential Chinese cruisers and their expectations, motivations, and intentions in relation to taking an outbound cruise. This study also proposed and tested a conceptual framework: the Expectation, Motivation, and Intention (EMI) Model. Data were collected in Beijing and Shanghai; 242 valid responses were received. The results partially supported the proposed model. The theoretical and practical contributions of the study are discussed.

Item Type:Article
Uncontrolled Keywords:Cruise ; expectation ; motivation ; intention ; EMI Model ; China
Group:Bournemouth University Business School
ID Code:29741
Deposited By: Symplectic RT2
Deposited On:21 Sep 2017 14:44
Last Modified:14 Mar 2022 14:07


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