Research On The Differences And Strategy Of Consumer Behavior Between China And Foreign Cruise Tourists

Cruise industry has more than 8% of the average annual growth rate in 30 years’ development which was born in the late 1960 s,proving to be the fastest growing and the huge potential international high-end tourism market in recent years,a new kind of tourism forms.Cruise tourism in China has fast development and gradually moves towards internationalization,delve into the consumer behavior characteristics between Chinese and foreign cruise tourists,find out the differences,meet the demand of tourists comprehensively and targetedly.Only in this way can enhance the development level and competitiveness of the cruise industry.Based on the analysis of the cruise tourism background at home and abroad,make sure the selected topic significance,determine the research framework in the process of combing literature review and continuous thinking.This paper illustrates the related concepts and theories of cruise,consumer behavior,behavioral decision etc.Based on grounded theory applies to cruise tourists consumer behavior model of this paper,the consumption process is divided into information gathering phase,travel motivation phase,travel decision phase,the actual stage of tourism consumption and the evaluation phase after tourism.Based on the factors of the model to design questionnaire,research the cruise tourists consumption behavior research,analysis of the reliability and validity of the questionnaire.Using the data analysis methods such as factor analysis and correlation analysis to argue the consumer behavior differences in each stage,pay attention to the cruise tourism motivation and the importance degree of satisfaction,find the influencing factors based on the differences of consumer behavior.Finally,provide suggestions and countermeasures for the healthy development of our country cruise tourism market,in order to better promote the development of the cruise.This article based on a more broad field of vision,from the perspective of more international to analyze consumer behavior characteristics between Chinese and foreign cruise visitors.Analaze in-depth the consumer characteristics of foreign mature regional cruise market,and then analyze our country cruise tourists’ consumption characteristics deeply,avoiding the defects of the previous narrow perspective relatively,to guide the development of cruise consumption market in China with more international and mature market development experience.