Cruise Travel Motivation: Construct Development and Scale Validation

• Main Authors: HSUEH, MING-CHUN, 薛名君
• Other Authors: WONG, JEHN-YIH
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4bq5eb

碩士 === 銘傳大學 === 觀光事業學系碩士班 === 107 === The cruise industry is booming. In the past, research on cruise tourism motivation was rarely discussed. Therefore, this study integrated qualitative and quantitative approaches and incorporates Push-Pull theory to deeply explore the consumer participation in cruise tourism motivation a reliable and valid measurable scale. In term of qualitative section, we conducted in-depth interviews with six cruise industry experts and six tourists who have the cruise experience. Through content analysis, in the push cruise travel motivation we find five factor, there have: social interaction, exploration, knowledge, reputation and leisure. in the pull cruise travel motivation we find four factor, there have: characteristics, facilities and activities, costs, environmental friendly.  In quantitative area, we followed the procedure of scale development to establish the instrument which was measured push cruise travel motivation and pull cruise travel motivation. First, to generate the initial items based on qualitive results. Second, an exploratory factor analysis was performed by investigating 143 who have the cruise experience. In the push cruise travel motivation we have five factors identified: reputation, leisure, knowledge, freshness, friends and relatives. In the pull cruise travel motivation we have four factors identified: diversified facilities and activities, friendly tourist environment, shopping, time and money cost. Third, confirmative factor analysis was employed in order to confirm the factor structure of scale by investigated 524 travelers. Our scale has a good reliability and validity via examining internal consistency and construct validity. The results of this study are expected to make up for deficiencies in academic theory, and in practice can provide cruise companies, travel agencies, and so on, in the future of the cruise product marketing and design, there is a substantial basis for reference.