Food preferences of Chinese cruise tourists: an exploratory study

ABSTRACT

This study develops a conceptual model to explain the cultural food preferences of Chinese cruise tourists throughout the cruise experience using data collected on three Western cruise ships departing Shanghai, China. Data were collected using participant observation, casual conversation, and in-depth interviews with 76 Chinese cruise tourists. Food preferences of Chinese cruise tourists included both onboard and onshore food preferences. Although they were satisfied with food accessibility and its availability onboard, they felt the majority of food was Western. Chinese cruise tourists were initially neophiliac and willing to try new food. However, as they were not accustomed to the taste or preparation of Western food, which led to some discomfort, they became neophobic. Tourists sought out food that was consistent with the Chinese food culture and controlled aspects such as temperature by taking food back to their cabin. Elderly tourists had a higher neophobic tendency. Chinese cruise tourists were more likely to try local food while onshore, but time onshore was limited, and this constrained their ability to experience local cuisine.

KEYWORDS:

• Food preferences
• cruise tourists
• neophilia
• neophobia