摘要
The cruising market is booming in China, and both motivation and intention are the most important aspects in the field of study on the cruising passengers＇ behaviors. The research purpose of this paper is to identify the motivation factors of the cruising passengers in China and their impact on the cruising intention. Based on the push-pull model, this paper indentified the motivation factors, including intrinsic ones and extrinsic ones, and put forward the research model. The intrinsic motivation factors include relaxation, socialization, family bonding, and social recognition, whereas the extrinsic motivation factors include entertainment and ashore tour. Having collected data through survey and analyzed them by the statistic methodology, this paper found that the motivation factors of relaxation, family bonding, entertainment, and ashore tour have a positive impact on the cruising intention, and the impact of relaxation is significant. By contrast, the motivation factors of socialization and social recognition are not positively associated with the cruising intention.
