Segmenting Chinese Tourists with Perceived Constraints

Abstract

The global cruise industry has witnessed a dramatic boom in China, yet little is known about potential Chinese cruisers. For international cruise lines that are targeting Chinese markets, understanding what and how constraints keep Chinese tourists from purchasing a cruise vacation is likely important for gaining market share. Thus, the purposes of this study were threefold: 1) documenting Chinese tourists' constraints towards cruising; 2) segmenting Chinese tourists based on their perceived constraints; and 3) examining their differences in cruising images and intentions. Both qualitative and quantitative methodologies were utilized. Results revealed three clusters, termed: low, moderate, and high constraints. Each of the segments was found to be different in their cruising images and travel behavior. The characteristics of each segment and practical implications of the findings are discussed.

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