크루즈 산업에서 중국 관광객의 거주 지역별 선택속성에 관한 연구

The cruise industry in Asia is growing rapidly with the number of Chinese tourists increasing every year. This growth has encouraged intense competition among leading port cities in Asia to retain Chinese cruise tourists. For this reason, it has been important to understand Chinese cruise tourists’ preferences for destination choice. The purpose of this study is to understand characteristics of Chinese cruise tourists and to analyze factors affecting destination choice based on the demographic profiles. Factor analysis and One-way ANOVA are utilized to establish the factors that affect Chinese cruise tourists' destination choice and to quantify the importance of these factors. This research also studied different residence areas in order to capture any previously unobserved differences among the resident. Furthermore, this research examines the development possibility of Fly & Cruise in the Northeast Asian market. Results of our empirical analysis found that Chinese cruise tourists are younger generation than other countries cruise tourists and prefer short cruise itineraries. In addition, the results show that the attractiveness and accessibility attributes are the most significant factors, whereas the connectivity and reliability attributes are the less significant factors. The insights of the results described in this study provide some practical implications to managers in the cruise industry for product planning and strategic management endeavors in the future.