Why do you cruise? Exploring the motivations for taking cruise holidays,and the construction of a cruising motivation scale |
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| Authors: | Kam Hung James F Petrick |
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| Institution: | 1. School of Hotel and Tourism Management, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong;2. Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA |
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| Abstract: | The purposes of this study were to develop a measurement scale for motivation to cruising and to examine the role of cruising motivation on intention to cruise. The motivation measurement scale was developed by following the procedures recommended by Churchill (1979). The scale was tested and found to be both reliable and valid. The role of cruising motivation on intention to cruise was tested with an online panel survey and it was found that cruising motivation has a positive influence on cruising intention. Based on the study results, some marketing implications were provided to the cruise industry. |
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| Keywords: | Cruising motivation Cruising intention Measurement scale development Cruise tourism |
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