A Cognitive Psychological Analysis Of Cruise Tourism Stereotypes

Stereotype is a cognitive structure that affects information processing and a shortcut to decision making.Consumers use the existing perceptions of stereotypes to evaluate products.With the turning demand of Clhina's cruise tourism industry to lead the development of supply,understanding the existing cognition of tourists,cultivating the cruise tourism culture and enhancing the penetration of the cruise tourism market are urgent problems to be solved.According to existing research,the domestic public's cognition of cruise tourism is more general and limited.Scholars often use "cognitive deficiency" to describe domestic tourists' understanding of cruise tourism.At present,China's cruise tourism industry is in a transitional stage,and it is crucial to understand the specific perceptions of domestic tourists on cruise tourism.This study takes cruise tourism as the research scene,stereo types as the perspective,and adopts the method of explicit measurement and implicit measurement to analyze the cognitive psychology of domestic tourists.This study focuses on the content of domestic tourists' cruise tourism stereotypes,what are the characteristics of stereotypes in demographics,and whether domestic tourists' implicit stereotypes are consistent with explicit stereotypes.Stereotypes of explicit cruise tourism collect initial corpus through web text analysis and free association questionnaires,and form a self-edited semantic difference scale to investigate.The implicit cruise tourism stereotypes are tested using the experimental method of a single class of implicit association tests.Through the comparative analysis of the conclusions in the double research,this paper finds that the content structure of cruise tourism stereotypes is composed of two dimensions:perceived service ability and perceived safety distance;both perceived service ability and perceived safe distance have a significant negative impact on tourists' willingness to purchase.The differences in the professional,educational level,frequency of travel,and correct identification of cruise ships showed significant differences in cruise stereotypes.Both explicit and implicit measurements confirm that cruise stereotypes are objective.The consistency shows that the direction of cruise tourism stereotypes is positive and the intensity is weak.According to the research conclusions,this paper puts forward relevant suggestions for cruise operators and government regulatory authorities,which helps to accurately market the tourists' psychology,promote the development of the cruise tourism market and the healthy development of the cruise tourism industry.