Business Administration, Management, and Operations Commons^™

Perception Of Travel Motivation And Intention For Chinese Cruise Travelers: Toward An Integrated Model, Tianyu Pan

FIU Electronic Theses and Dissertations

Understanding the decision-making process and predicting cruise consumers behavior are critical. This study develops and tests a structural equation model (SEM) using the Theory of Planned Behavior (TPB) and Motivation – Satisfaction Theory to explain Chinese consumers travel motivation and behavioral intention in the cruise industry. Nine hypotheses were proposed regarding the relationships between second-order factor Motivation, travel satisfaction, and the original TPB constructs. Results of the study demonstrated that the integrated model fits the data relatively well, exploring the driving factors of Chinese consumers to participate in cruise travel. The path weight of every hypothesis is significant, and all …