中国邮轮游客的出游限制与行为意向研究

A Study on Chinese Cruisers’ Travel Constraints and Behavioral Intentions

随着全球邮轮旅游市场不断东移,中国邮轮旅游业迅速崛起,成为全球第二大客源市场。然而当前中国邮轮市场渗透率较低,邮轮旅游发展遇到市场规模难以做大的瓶颈问题。深刻理解我国游客参与邮轮旅游的限制因素,并有效触发其自我协商和出游意向是做大客源市场的关键。基于经典休闲限制理论,本文识别出了中国邮轮游客的四大出游限制因素,即个人限制、结构限制、人际限制和认知限制,其中认知限制反映了我国新兴邮轮市场的游客特点。进一步地,本文深入探讨了不同维度的出游限制与自我协商和出游意向之间的关系。此外,通过对现实游客和潜在游客的多群组对比分析,本文发现邮轮旅游经历在“出游限制-自我协商-出游意向”结构上具有调节作用。依据研究结果,本文提出了若干针对我国邮轮市场开发的对策与建议。

With the global cruise tourism market continuing to move eastwards,Chinese cruise tourism industry has rapidly emerged and cruise tourism has gradually entered a period of speedy development.Despite the high speed development,most tourists still do not join the ranks of cruise.Studies on the psychological and behavioral aspects of tourists are the key to break through the development of cruise tourism in China.This paper mainly discussed four types of Chinese cruise constraints and the influencing factors of cruise travel intention.On the basis of the classic leisure constraint theory model,it identified the four Chinese cruise constraints through factor analysis,namely personal constraint,interpersonal constraint,structural constraint,and cognitive constraint which is a unique constraint factor for cruisers,did a factor analysis show personal and cognitive factors are perceived by cruisers and potential cruisers as the most important travel constraints.In addition,it made a multi-group analysis to confirm that travel experience(cruiser vs.non-cruiser)has an important moderating effect on the constraint-effects-mitigation model.Based on the result,the authors proposed several implications and suggestions.