Exploring Chinese tourists’ preference to attributes of cruise itinerary products: A choice experiment approach

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2025-04-03 DOI:10.1016/j.jdmm.2025.101005

Xiaodong Sun , Meihua Xu , Jialing Chen , Yui-yip Lau , Dinesh K. Gauri

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引用次数: 0

Abstract

China has emerged as one of the fastest-growing and dynamic sectors of the cruise tourism industry in the past 10 years; however, attractive itineraries for each user class remain limited. In general, China's cruise market offers only a small number of cruises and similar types of cruise itinerary products. As such, additional options are urgently needed to meet the growing demand. In this paper, we use a choice experiment (CE) approach to investigate Chinese tourists' preferences for exploring cruise itinerary attributes via a marginal willingness to pay (MWTP). To identify the relevant aspects of the itinerary at cruisers' own valuation, the existing literatures, products on sale, and expert interviews were used as key guidelines. Adopting the orthogonal design allowed for the creation of a subset of the possible choice to investigate tourists' preferences. Finally, the study obtained 935 responses from Chinese tourists for conducting logit analysis and generating the best cruise itineraries profile. Findings indicated that duration and final destination were the most influential attributes of cruise passengers, followed by the ship size, cabin, price, and travel time. This research is expected to give cruise operators useful suggestions about itinerary design to meet the growing consumer demand.

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中国游客对邮轮行程产品属性的偏好：选择实验方法

在过去的十年里，中国已经成为邮轮旅游业发展最快、最具活力的行业之一；然而，每个用户级别的有吸引力的行程仍然有限。总的来说，中国的邮轮市场提供的邮轮数量很少，邮轮行程产品类型也很相似。因此，迫切需要更多的选择来满足日益增长的需求。本文采用选择实验（CE）方法，通过边际支付意愿（MWTP）研究中国游客探索邮轮行程属性的偏好。以现有文献、销售产品和专家访谈为主要指导方针，确定邮轮自身评估的行程相关方面。采用正交设计可以创建一个可能选择的子集来调查游客的偏好。最后，本研究获得935名中国游客的反馈，进行logit分析并生成最佳邮轮行程配置文件。调查结果显示，邮轮乘客对邮轮旅行的影响最大，其次是邮轮尺寸、客舱、价格和旅行时间。本研究可望为邮轮业者提供有用的路线设计建议，以满足日益增长的消费者需求。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.