Research On The Purchasing Decision Behavior Of Cruise Tourists Under The Perspective Of Theory

The rapid development of modern cruise tourism makes cruise industry one of the most potential industries in the world,and cruise has gradually become a popular way of travel.Cruise tourism is an emerging business form different from other forms of tourism.Compared with the traditional forms of tourism,cruise tourism is attracting more and more people’s attention,and its advantages are also gradually being highlighted.Because cruise tourism can have the characteristics of overseas tour,parent-child tour,study tour,business conference tour,honeymoon tour and so on,can go to different tourist destinations,and as a tourist destination,can meet the different needs of tourists of all ages,thus bringing tourists better travel experience and happiness.Cruise tourists as the main body of cruise tourism consumption,they make consumption decisions on cruise tourism,but tourists personalized,product complexity,actual diversification and other factors,tourists are not completely rational.Therefore,from the perspective of the involved,the behavior characteristics and demand,for the future cruise tourism industry development,marketing,service operation,promote the high quality development of cruise tourism.Through combing and summarizing the previous literature,visiting Sanya and Shenzhen cruise home port,experience with the cruise tourism,from the perspective of the scale,in the form of questionnaire,collected 463 sample data and use excel and SPSS25.0 for mathematical statistical analysis,through exploratory factor analysis of four factors,and verified by cluster analysis,according to the involvement,cruise tourists into four types: low involvement,high risk,high Type and type,using card test and F test in the process of cruise travel purchase decision behavior difference analysis,found that four types of cruise tourists in tourism motivation,information sources,search,information way,travel concerns,travel time,duration,price,expected destination,food preference,entertainment,there are significant differences,finally according to the analysis results is beneficial to the development of cruise tourism industry countermeasures.