Exploring the motivations and repeat behavioral intentions of generation X and Y Chinese cruise tourists

ABSTRACT

This research aims to use an integrated theoretical model to explore the reasons why Chinese generation X and Y travelers cruise, and the resultant repeat behavioral intentions. As more cruise companies acknowledge the potential cruise market that China has to offer, there is great potential value in understanding the motivations for generation X and Y to cruise, and their future intent to cruise again. A mixed methodology was used based on data collected from past cruise travelers from China. The results indicated that motivation and behavioral differences exist within generation groups. Perceived behavioral control significantly affects generation X’s behavioral intention, but generation Y is more controlled by their attitude.

摘要

本研究旨在使用综合理论模型来探讨中国 X 世代和 Y 世代邮轮旅客出游的原因, 及由此产生的重复行为意图。随着越来越多的邮轮公司意识到中国提供的潜在邮轮市场, 了解 X, Y 世代邮轮出游的动机, 以及他们未来再次出游的意图具有巨大的潜在价值。本研究根据从中国过去的邮轮旅客收集的数据, 并採用混合方法。结果指出, 世代群体之间存在动机和行为差异。感知行为控制显着地影响 X 世代的行为意图, 但 Y 世代則更受态度控制。

KEYWORDS:

• Cruise tourism
• theory of planned behavior
• motivation
• generation
• china outbound tourism

关键词:

• 邮轮旅游
• 计划行为理论
• 动机
• 世代
• 中国出境旅游

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Tianyu Pan

Tianyu Pan, M.S. is a Ph.D. student and graduate assistant in Department of Tourism, Hospitality & Event Management at University of Florida. She received her master’s degree in Hospitality Management from Florida International University. She is a certified ServSafe manager in the industry as well as the hotel industry analytic (CHIA). Her research interests include cruise tourism, pricing, AI and big data analysis.

Eric Beckman

Dr. Eric Beckman is an assistant professor in the Chaplin School of Hospitality of Tourism Management at Florida International University. He obtained his Ph.D. in Hospitality and Tourism (minor: statistics) from the University of Tennessee in Knoxville, TN. Dr. Beckman has presented and published research in safety/security, marketing, place branding, tourism economics, and adventure tourism. His industry background includes over a decade of fine dining, lodging management, and event management experience.

Miranda Kitterlin-Lynch

Dr. Miranda Kitterlin-Lynch is an Associate and Coca Cola Endowed Professor in the Chaplin School of Hospitality and Tourism Management at Florida International University. She received her doctoral degree in Hospitality Administration from the University of Nevada, Las Vegas. Her research interests include organizational behavioural, food and beverage, substance abuse, sexual harassment and workplace bullying.

Jinlin Zhao

Dr. Jinlin Zhao is the Director of Graduate Program and Professor in Chaplin School of Hospitality and Tourism Management at Florida International University. He received his Ph. D. in Hospitality and Tourism Management at Virginia Polytech Institute and State University. His research interests include competitive methods, the international environment and impact analysis, and multinational corporate strategy.

Michael Cheng

Dr. Michael Cheng is presently serving as Interim Dean at the Chaplin School of Hospitality & Tourism Management at Florida International University. Dr. Cheng has subject matter expertise in competency-based learning, hospitality management, Culinology®, food product development, restaurant development, sensory analysis, and food and beverage management. Dr. Cheng received both his B.S. and M.S. in Restaurant/Foodservice Management from the University of Nebraska-Lincoln, and his Ph.D. in Hospitality Management from Iowa State University.