Research On Influence Factors Of Chinese Cruise Tourists’Purchase Decision

Cruise is one of the important transports for the postal sector, which designed to transport intercontinental long-distance mail in ancient times, so it is also called Ocean liner. With the emergence of the jet airliner, the role of Ocean liner to be a long-distance transport of passenger and cargo functions gradually is weaken, and the role of the ocean liner evolves from the transport to pleasure. Modern cruise industry achieves transformation at the North America in1950s-1960s20th Century. Through more than40years’industry development and technique advancement, the modern cruise industry has gradually evolved into a new industry that relying on large luxury cruise and transnational tourism as the core. It becomes a high-end product of the tourism market. With the development of the international cruise industry, China becomes to the object that the world’s major cruise companies competing to develop for its huge market and potential spending power. At the same time, domestic tourism faces a good opportunity to development. But cruise industry in China starts relatively late, it has not attracted enough attention yet. So the research of domestic scholars on cruise tourism is less.The innovation of this paper is using the view of tourist to research the influence factors of Chinese cruise tourists’purchase decision. This paper uses the combination of qualitative and quantitative analysis research methods, based on a theoretical model and survey data, to analyze various factors and their weights. Firstly, the study comb the related theory and analyze the theoretical research on consumer purchase decision-making behavior at home and abroad. On this basis, the study build the influence factors model of our cruise tourists’purchase decision and design a survey questionnaire of this article according to the theory necessary. Secondly, the study analyze the data from the questionnaires were collected. The study use descriptive analysis to analyze the basic information of samples, use reliability and validity analysis to verify the accuracy of the scale, use factor analysis to extract the major impact factor, use independent samples t-test and analysis of variance to verify mutual relations and the impact of various factors. Finally, I get the results of my paper. The first one, the factors of Chinese cruise tourists’purchase decision mainly are psychological factors、 economic factors、cultural factors、 social factors%marketing stimuli、and so on. And these several factors can be summarized as internal factors and external factors from the root cause analysis. The second one, the influence on different characteristics and buying behavior of cruise tourists purchasing decision is different. The conclusions are as follows:The impact factor of different sex cruise tourists purchasing decision has no significant difference. The impact factor of different ages cruise tourists purchasing decision has significant difference. The impact factor of different education level cruise tourists purchasing decision has significant difference. The impact factor of different loyalty cruise tourists purchasing decision has significant difference. Because of the author’s ability is limited, the depth of the research is not enough。 At the same time, investigation questionnaire’s quantity and range are not big enough, and then conclusion does not have enough representatives. The further studies will break through those restriction factors, and making more deeply and accurate theory research.