Master of Science (MS)
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Cruise tourism, Theory of planned behavior, Motivation-satisfaction construct, Chinese outbound tourism, Behavioral intention, Consumer behavior
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Understanding the decision-making process and predicting cruise consumers behavior are critical. This study develops and tests a structural equation model (SEM) using the Theory of Planned Behavior (TPB) and Motivation – Satisfaction Theory to explain Chinese consumers travel motivation and behavioral intention in the cruise industry. Nine hypotheses were proposed regarding the relationships between second-order factor Motivation, travel satisfaction, and the original TPB constructs. Results of the study demonstrated that the integrated model fits the data relatively well, exploring the driving factors of Chinese consumers to participate in cruise travel. The path weight of every hypothesis is significant, and all hypotheses are supported. Chinese cruise travel motivation highly correlated to cruise travel satisfaction, and travel satisfaction highly positively impact on behavioral intention of cruise traveling in China. Moreover, cruise travel motivation directly affects cruise travel intention in China. This research has both theoretical and managerial implication to the Chinese cruise industry.
Pan, Tianyu, "Perception of Travel Motivation and Intention for Chinese Cruise Travelers: Toward an Integrated Model" (2019). FIU Electronic Theses and Dissertations. 4307.
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