Research On Cruise Tourism Intention Based On The View Of Consumer's Perceived Image

The positive influence that perceived image causes on consumers' behavior not only provides analysis basis for building and improving tourism destination image,but also becomes the driving force to the success of destination marketing strategy,meanwhile it is also a key factor to increase profits for tourism companies.In recent years,the cruise tourism,as one of the new tourism vision,is gradually emerging in Chinese marketing,and it has a huge potential market.Therefore,it has a great significance of sustainable development of the domestic cruise tourism industry by actively guiding good awareness of Chinese consumers on the cruise,and setting up correct concept of cruise tourism.The destination image makes a great influence on tourists'behavioral intention,but no researchers at home and abroad studies on cruise tourism intention from the view of perceived image.Therefore,this research choose Xiamen as study case and discuss current consumers' cruise tourism intention from the view of perceived cruise image,then according to the study result,the research provide constructive advices on cruise products positioning and marketing of Xiamen cruise tourism.Combing the destination image theory with the interview results,this research established the consumers' perceived cruise image system under the background of Chinese culture,and analyzed the relationship between the cruise image and cruise tourism behavioral intention by AMOS and SPSS software for data processing.The research found that three components of destination image structure showed a strong applicability in building cruise image,the cruise image consisted of cognitive image,affective image and overall image.The cruise cognitive image significantly influenced the cruise affective image,the cruise overall image was influenced by the cognitive image and affective image;What's more,the cruise cognitive image has a greater influence on the cruise overall image than the cruise affective image.The research also confirmed the cruise image affected consumers' cruise tourism intention,and found different groups with or without the experience of cruise tourism had different cruise image and behavioral intentions.In general,the group with experience of cruise tourism had the stronger perceived cruise image and behavioral intention,and the perceived cruise image by the group with the experience of cruise tourism had more significant influence than that the group without the experience of cruise tourism.Finally,according to the interview results and research conclusions,the research put forward several countermeasures and suggestions for the further development of the cruise tourism industry.