Research On The Satisfaction Of Chinese Cruise Tourists Based On Cultural Utility

With the increasingly international communications, cruise tourism is no longer a strange form of entertainmentfor Chinese tourists. Especially in recent years, the size of outbound tourism continues to expand, which has reached nearly one hundred million people last year. As a way of travellingcruise tourism is popular among people in all ages. According to the statistics of China Cruise & Yacht Industry Association(CCYIA) in 2013, the number of Chinese passengers taking a cruise is more than 1400000, and they also predict the number of outbound tourists in China will grow at an annual rate of 12.5% in ten years, and the development of cruise tourism will make a tremendous contribution. At the same time, Shanghai, Tianjin, Xiamen, Sanya in China havebuiltcruise home port which hasrelatively complete facilities, and receives visitors from all over the world and large international cruise. But in fact, for the entire cruise industry, the port is relativelylarge cruise reception terminal, which always provides regular or temporary affiliated services for international cruise, and in the cruise economic field, the domestic development is also limited to the cruise receptionstage. The construction for the core part of the cruise industry culture is serious lack, which caused a large number of tourists outflow. Therefore a serious lack of cruise culture has become the resistance of Chinese cruise tourismdevelopmentinthe further.This paper is based on the tourist satisfaction and the utility theory, combined with thestatus quo of Chinese tourism cruise, and analyses satisfaction of our cruise tourists from the perspective of cruise cultural value. At the same time, the paper uses the qualitative analysis and quantitative analysis. First of all, the paper defines the basic concepts of thetourist satisfactionand cruise culture, and summarizesmodels and dimensionsof cruise culture, and put forward the corresponding assumptions. Then through the questionnaire survey, the paper uses SPSS and AMOS statistical analysis software to test the hypotheses. Finally, through the establishment of IPA model, to make clear what needs to upgrade in cruise culture, and hope to provide reference for Chinese cruise construction in culture.