Research On Consumer Behavior Of Cruise Tourise In China

As the development center of cruise tourism eastward in recent years, it caused much attention of domestic public on cruise. At present, the development of cruise tourism in China shows a exponential growth trend, and it will be a “Blue Ocean Market” that has very broad prospects for development in the future. Then the frequent contradiction occurs between cruise tourists and cruise companies and travel agencies draw much more attention to the cruise tourism, and research priorities focus on the degree of matching between the demand of cruise tourists and products offered by cruise companies. The development of any industry is inseparable from the consumer, only understand the needs and research the consumer behavior of cruise tourists, can they offered satisfactory products and services, and promote the development of industry.This study from the research of consumer behavior and psychology of our cruise tourists prospects to improve the current research status that little and not deep enough on the subject of cruise tourism. By summing up the models of consumer behavior and referring to the characteristics of cruise tourism, this paper builds consumer behavior model of cruise tourists. And analysis consumer behaviors from three-stage of travel: before, during and after. Specially, we will focus on the analysis of motivation and importance-satisfactory of cruise tourists. Use SPSS19.0 to analysis the data acquired from research on cruise tourists and potential tourists. First, use factor analysis to attribute the cruise tourism motivation to 4 categories: Casual Communication Motivation, Explore Motivation, Conspicuous Motivation and Aesthetic Motivation. Secondly, use descriptive analysis to sort out the preference behavior, consumer behavior and mobile behavior in actual consumption process. Thirdly, use IPA to analysis the importance-satisfaction of cruise tourists, and find out the development direction of our cruise tourism. Finally, from the aspects of cruise company, travel agencies, government and individual tourists give the suggestions that can improve the consumer behaviors of cruise tourists.According to the research of this paper, it is the main reason that conflicts in the development of cruise tourism in recent years that the awareness of cruise tourists on cruise tourism is generally still low; age and education level suggest obvious impacts on the consumer behavior of cruise tourists; efforts to improve consumer behavior of cruise tourists should be combined various aspects from cruise companies, travel agencies, government and individuals.