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自20世纪80年代以来,现代邮轮旅游作为一种休闲度假方式,已经成为欧美国家中产阶级出游的重要选择之一。深入了解中国邮轮旅游者的特点并进行市场细分,有助于推动中国邮轮旅游市场开发。本研究根据顾客终身价值理论,测算了邮轮旅游者的未来价值,并通过探索性因子分析和验证性因子分析研究了邮轮旅游者的消费偏好,建立了邮轮旅游者未来价值评估模型。基于中国大陆、香港和台湾邮轮旅游者的相关数据,通过AMOS21.0对邮轮旅游者未来价值模型进行了检验,发现了对邮轮旅游者未来价值有显著影响的因素;通过R13.0软件进一步对显著影响邮轮旅游者未来价值的因素进行了潜类分析,识别出了未来价值较高的邮轮旅游市场,进而为有效地市场开发提供依据。
Since the 1980s, modern cruise travel as a kind of leisure and vacation has become one of the important choices for the middle-class people traveling in Europe and the United States. In-depth understanding of the characteristics of Chinese cruise tourists and market segmentation can help promote the development of China’s cruise market. Based on the theory of customer lifetime value, this study estimates the future value of cruise tourists and explores the consumption preference of cruise tourists through exploratory factor analysis and confirmatory factor analysis, and establishes a cruise tourist future value evaluation model. Based on the data of cruise tourists in Mainland China, Hong Kong and Taiwan, this paper tests the cruise ship’s future value model through AMOS21.0 and finds out the factors that have a significant impact on the future value of cruise tourists. Through R13.0 software, Significant impact on the future value of cruise ship factor analysis of the potential of the submarine, identified the future of the cruise tourism market with higher value, and thus provide a basis for effective market development.