소비자능력에 따른 크루즈선택속성 만족이 재방문의도 및 추천의도에 미친 영향에 관한 연구

Abstract

This study examines the current status and characteristics of China's cruise industry mainly in Shanghai. This study was conducted to investigate the relationship between satisfaction of cruise selection attributes, return visit intention, and recommendation intention of Chinese passengers who had experience of boarding cruise in Shanghai, China.

Data for consumers of the cruise industry in Shanghai, China will collected the factors in cruise consumer ability are identified such as consumer knowledge, consumer role-playing, and consumer function, Those in the satisfaction of cruise selection attributes are found such as crew satisfaction, food and beverage satisfaction, price satisfaction, guest room satisfaction, facility satisfaction, and event program satisfaction. The results shows that consumer ability has a positive effect on cruise selection attributes satisfaction. Satisfaction of cruise selection attributes have a positive effect on revisit and recommendation intention.

Key words: Shanghai Cruise Market Consumer Ability, Return Visiting Intention, Recommendation Intention.