Chinese Cruisers' Onboard Leisure,Entertainment Preferences And Behavioral Intention

In recent years,with the gradual saturation of the European and American cruise tourism market,the global cruise market has begun to move eastward to the AsiaPacific region,and the Asian region with China as the core has become one of the fastest growing emerging markets.Compared with the global developed cruise region,the penetration rate of China's cruise market is very low,the cruise culture is still relatively lacking,the product awareness level is not high,and the development of the source market is weak,making it more and more difficult to support the current level of cruise supply.The cruise began to slowly withdraw from the Chinese market.Currently,cruise ships operating in China are mainly from international cruise companies.The recreational facilities or activities on the cruise ship are mainly equipped with European and American market standards,and cannot effectively meet the needs of Chinese residents.As a leisure and entertainment complex,cruise ships can only meet the needs of tourists by fully equipped with onboard facilities or activities suitable for Chinese tourists,thereby enhancing customer loyalty and effectively attracting potential tourists to participate in cruise tourism.This paper will build a cruise onboard leisure entertainment system for Chinese tourists based on literature analysis,text analysis,expert interviews,visitor surveys,etc.,using questionnaires and factor analysis to identify the cruise entertainment preferences of Chinese cruise passengers,based on Regression analysis explores the influence of leisure and entertainment preferences on the behavior intentions of tourists' revisiting willingness and word-of-mouth communication.Based on the leisure entertainment preference dimension,the market segmentation of tourists is carried out through cluster analysis,thus providing optimization for cruise ship facilities or activities.Targeted recommendations.Through the factor analysis of individual indicators,it is found that the leisure and entertainment preferences of Chinese cruise tourists involve leisure shopping,beauty and body,stimulating sports,game experience,interest training,drama dance,parentchild family,exhibition display,clean space,health care,modern performance,moderate exercise,regular fitness and entertainment.Through stepwise regression analysis,it is found that four types of leisure and entertainment projects,such as parentchild family,leisure shopping,moderate sports,and interest training,have a significant influence on Chinese tourists' willingness to revisit and word-of-mouth communication.Cluster analysis based on the leisure and entertainment dimension identified five market segments,such as self-cultivation,novelty,self-improvement,lack of preference,and active participation.The study found that self-cultivation tourists prefer regular fitness,health care and moderate sports leisure and entertainment projects;novel adventuretourists prefer stimulate sports,leisure shopping,game experience projects;selfimprovement tourists prefer exhibitions,interest training projects;The tourists who lack of preference have a lower overall preference for cruise entertainment projects;while the active participation tourists have a high overall preference for cruise entertainment projects.Finally,based on the above conclusions,this paper proposes several countermeasures and suggestions.