Research On Consumer Behavior Of Cruise Tourists In China Based On Consumer Perception

The development of world cruise tourism industry is rapid,global cruise tourism market’s potential is enormous.The major customer of International cruise tourism industry are western consumers,so cruise tourism is based on the West’s business model.Some Eastern countries have also begun to develop cruise tourism,which caught the attention of the domestic people from all walks for the cruise.At present the development of our country cruise tourism presents exponential growth,the future will become a broadly "blue ocean market development prospects.The conflicts among cruise tourists,cruise companies and travel agencies is frequent,so the crux of the study will focus on tourism products which can meet Chinese demand.Because consumer is the core of the development of all industries.Accurately graspping the needs of cruise consumers and analysis behaviorcruise of cruise tourists are in order to provide the popular the products and services to promote the cruise market.However,the cruise as a typical service industry.It is essential to be familiar with consumer psychology and provide personalized customer service.Through the investigation and research,it is found that the majority of Chinese tourists do not have enough understanding of cruise tourism,the willingness of tourists to choose cruise tour several times is low,and the consumption of tourism process is not high.There is a great need for a deeper analysis of the cruise consumer behavior and a better impact on the cruise market.Based on the theory of consumer perceived value and the theory of EBK,the model of consumer behavior,combined with our cruise travel status,this thesis analyze cruise tourists on cruise product purchases.First,to defines the basic concepts of cruise,consumer perception and consumer purchasing behavior.The author construct consumers buying behavior model and the dimensions of consumer perception and put forward the corresponding hypothesis.Then,the author to use statistical analysis software SPSS data to test the hypothesis by questionnaires.Finally,through the establishment of regression model,the author analyzes variance,his thesis clarify the aspects of cruise consumers’ perceived promotion and concludes the cruise tourists marketing factors that affect the purchase behavior in order to provide reference for the promotion of cruise purchase in China.According to the research,at present,Chinese cruise tourists do not have enough understanding of cruise tourism,which is the main factor affecting the development of cruise tourism;Age and income level of China’s cruise tourists have a certain impact on consumer behavior;The author analyze EBK consumer behavior model at all stages to promote the behavior of Chinese cruise tourists.