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邮轮旅游是近年来兴起的旅游项目,从20世纪90年代邮轮旅游项目出现以来,邮轮旅游所产生的经济效益以每年8%左右的速度在不断增长,其所占世界旅游项目的比例也在不断增加。近年来,我国的邮轮旅游项目增长趋势明显,增长速度远远超过了邮轮旅游在全世界范围内的增长数值,可见我国消费者开始逐步接受并热衷于选择邮轮出游,针对我国邮轮旅游消费的动因和行为特征的研究显得尤为迫切。本文针对我国邮轮旅游消费的现状,从邮轮旅游的定义和特征出发,逐步分析邮轮旅游者消费动机和消费行为,并结合邮轮旅游消费者对于邮轮旅游的满意度评价分析中,分析出旅游者对于邮轮旅游消费的意愿,从而得出提升我国消费者购买邮轮旅游意愿的策略。
Cruise tourism is a tourism project that has arisen in recent years. Since the advent of the cruise tourism program in the 1990s, the economic benefits of cruise tourism have been increasing at an annual rate of about 8%, and its share of world tourism projects is also on the rise increase. In recent years, China’s cruise tourism growth trend is obvious, the growth rate far exceeds the growth rate of cruise travel around the world, shows that consumers in our country gradually began to accept and keen on cruise travel, cruise tourism consumption in China motivation And behavioral characteristics of the study is particularly urgent. Based on the definition and characteristics of cruise tourism, this paper analyzes the consumption motivation and consumption behavior of cruise tourists step by step. Based on the evaluation of cruise tourism consumers’ satisfaction with cruise tourism, Cruise travel spending wishes, and thus come to enhance our consumers to buy cruise travel strategy.