The literature on cruise tourism is primarily Western-focused which could differ compared to those in Asia Pacific. To address this gap, this study combines motivation and cruise preferences for a better understanding of repeated Chinese cruisers amid COVID-19 via the use of conjoint and cluster analysis. The findings revealed that shore activity is more important than cabin price and duration. Sightseeing is the most strongly preferred shore excursion, followed by visiting natural scenery. This study contributes by providing insight into the current views of the Chinese travel market, and provides suggestions to cruise companies on target segments, product design, and marketing strategies in preparation for travel recovery.


© 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Cite as

Chu, A. & Tung, V. 2022, 'Investigating the motivations and preferences of Chinese cruise travelers amid COVID-19', Journal of China Tourism Research. https://doi.org/10.1080/19388160.2022.2103606

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Last updated: 17 November 2022
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