The Analysis Of Cruise Tourist Satisfaction Based On Structural Equation Model

Cruise tourism, a large luxury cruise ship as the carrier and the sea cruise as the form, provides the activities of the ship, leisure travel, tourism as the main content of high-end tourism. Since 1960 s, originated in Europe and the United States in, cruise bacame initially popular in the upper class society, as the upper social luxury product, and gradually turned into a popular middle class leisure travel form.In recent years, with the continuous development of China’s economy, the increase of national income, consumer attitudes, and international cruise companies in Europe and the United States trying to find a new space for the development of cruise tourism market, the major cruise companies began to expand the Chinese market, domestic cruise travel is facing a good opportunity for development.As an exotic product, cruise is originated from Western society, when entering into Chinese market, the first thing is localization, to meet the needs of Chinese tourists. Only to understand the demands of the Chinese Cruise tourists, to meet their demands, the cruise company can have more consumers, obtain a greater market share in the Chinese cruise tourism market and achieve an invincible position in the increasingly fierce competition.In order to understand Chinese Cruise tourists well, tourist satisfaction is undoubtedly a very good way. According to the relevant research: the evaluation of the satisfaction of tourists directly affects the profit of the cruise company and the length of the life cycle of the cruise product, also directly related to the development prospects of the market. This shows that the satisfaction of tourists on the cruise company and the development of the cruise market has a pivotal role, it is also a key for cruise company to achieve sustainable development of economic interests.By checking the related literature about the satisfaction theory, the theory of structural equation under the guidance of the construction of the cruise, the tourist satisfaction model, and based on the experience of previous practice, the paper applys the satisfaction measurement to cruise tourism product development. through the the questionnaire and the questionnaire survey in Shanghai Wusongkou International Cruise Port cruise tourists, using statistical analysis software SPSS and AMOS quantitative analysis, the Shanghai tourist cruise tourism satisfaction specific performance and core factors influencing satisfaction, finally through the specific performance of cruise tourists satisfaction value, and puts forward some suggestions and strategies for the depth of the development of cruise tourism products from the perspective of tourist satisfaction, then put forward some suggestions on the development of cruise cruise products and its development.