| The pursuit of happiness is a fundamental human goal. With the economy growth and social development, traveling, which is considered closely connected to happiness, has become an important part of Chinese lifestyle. The relationship between travel and happiness has attracted considerable attention from both scholarly society and rest of the world. Thus, this research explored the relationships between servicescape, tourist experience and subjective well-being in the setting of cruise tourism with mixed methods research design. Through friends’ introduction, agent recommendation and snowballing, this research found21cruise tourists who agreed to take the interview. A primitive research framework was established after in-depth interviews with18effective ones. After that, a questionnaire was also developed.422pieces of questionnaires were issued,400were collected and317of them were effective samples. Through the data analysis to317samples and SEM test, the following results were discovered:Cruise servicescape was consist of six parts, they were facilities designing, nature interacting, onshore sightseeing, onboard entertaining, social serving and F&B catering; Cruise tourist experiences could be divided into relaxing experience, emotional experience and thinking experience. Among them, facilities designing, nature interacting and social serving had positive effects on all dimension of tourist experiences. Onshore sightseeing and F&B catering had positive effects on relaxing and thinking experiences. Emotional experience could enhance positive affects and life satisfaction, and meanwhile reduce negative affects. Thinking experience had only a positive effect on positive affects, yet relaxing experience was on the contrary which would negatively affect positive affects. According to these conclusion, this paper raised suggestions to cruise manager, travel agent and related authorities, expecting that cruise tourism were more likely to bring people happiness. |
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