Demand Determinants of Cruise Tourists in Competitive Markets: Motivation, Preference and Intention

The purpose of this study is to develop and estimate an integrated structural path model of the determinants of cruise demand based on the nexus of motivation, preference and intention of cruise tourists. The paper identifies the drivers of this demand in competitive markets. The model results show that different cruise motives have a significant effect (positive or negative) on specific cruise preferences and intentions, while some significant relationships between cruise preferences and intentions could also be found. Based on this structural path model, the authors apply an ANOVA approach to compare the differences of cruise motivations and cruise preferences in Asian markets in order to trace the instrumental determinants of cruise passengers, leading to a new understanding of the commonalities and differences of cruise competitiveness in different regional markets.