Research On The Influence Factor Of Yacht & Cruises Consumption Willing Of Urban Residents

After 30 years of reform and development, China’s economic strength has been growing and national life has been subsistence phase into a new developmental stage. Its outstanding performance is, over 15 years, the middle class has been formed and reached a certain size. The development consumption of city and country resident(tourism,education, etc.) was significantly more than the subsistence consumption(food, clothing etc.) The proportion of spiritual culture consumption is growing. People continue to improve the pursue of leisure life. This is a development opportunity of yacht & cruise which is used as the water leisure experience tools.Yachts & the cruise industry is the long-chain industry which contain both technology-intensive, knowledge-intensive,capital-intensive, labor-intensive and service-intensive industry. Yachts & the cruise industry has a great pulling effect in the economic development. At the same time, yachts& cruise consumer markets will further promote the development of cruise perfect yacht infrastructure.And it also provide a lot of jobs which co-existence of economic and social benefit.In the Chinese market,despite the yacht & cruises economy known as the "Blue Ocean" and "business opportunities floating in the Golden Waterway on the tremendous",which have been attached great importance by the state and local governments,and the government, businesses are concerned about the situation of yachts & cruises consumer willingness case, but on the academic side, it has no systematic studies on yacht & cruises consumer willingness factors at present.This study will spend improving yacht & cruises consumer willingness factors as a scientific issues. From the perspective of consumer behavior theory in depth, systematic study impact on the residents yacht cruises consumer willingness by cognitive attitude,attitudes, descriptive norms, imperative norms and perceived behavioral control, and then build urban yachts & cruise consumer willingness influence factor model.On this basis,the consumer will research, theory of reasoned action and its expansion theory as the theoretical basis for in-depth analysis of the relationship between consumer willingness and mediating, and control the impact of variables on the consumption will be studied,yacht cruises consumer wishes Factors preliminary design concept model, the Pearl River Delta city residents empirical study. The recovered samples using SPSS18.0 and AMOS8.0 conduct preliminary design model sample distribution statistics, reliability and validity test, the difference between analyzed and presented in this study were adapted test.The results showed that attitudes, imperative norms, descriptive norms, perceived behavioral control, four mediating variables have a direct positive impact on consumer yachts, cruise ships willing to spend on the promotion of the role of consumption will significantly; among different consumer groups yacht there Cruises typical consumer willingness difference; waters not open 、 poor cultural factors as consumers perceive different consumer resistance to external environmental barriers, which hinder our yacht cruises consumer market healthy and rapid development. Based on this conclusion, the study proposes strategies on increasing yacht & cruises consumer willingness in order to provide theoretical guidance to the development of China’s yacht cruise industry.