Research on the Countermeasures for the Development of “Non-destination Routes” of Chinese Homeport Cruise Products

Chinese cruise tourism products are seriously homogeneous, which significantly limits the sustainability, healthy and rapid development of China's cruise market. The study aims to provide planning suggestions for Chinese "non-destination route" cruise tourism products and increase the diversity of tourism products beyond traditional routes. This study obtains seven attributes of free destination cruise tourism products through expert interviews and literature review. Four of them have two levels, and the other three attributes have only one story. Combined with orthogonal design, eleven alternatives are provided to participants for preference ranking evaluation, and then joint selection modes are applied to analyse the results. The results show that the number of beds is the most important in the relative importance analysis, followed are sailing time, cabin type, and ship type tonnage. It is suggested that the operators arrange the whole itinerary within 1-2 or 3-4 nights when developing cruise tourism production for accessible destination routes to provide tourists with relaxed and comfortable cabin environment, sufficient and pleasant cruise experience, and various island-hopping fun.