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1、ExploringAsianCruiseTravelers’TravelExperienceandPerceptionSangchoulYiHospitalityandTourismManagementPurdueUniversityJonathonDayHospitalityandTourismManagementPurdueUniversityandLipingA.CaiHospitalityandTourismManagementPurdueUniversityABSTRACTThisstudyaimstoexploreAsiancr
2、uisetravelers’cruiseexperienceanditsmultidimensionalperceptionofcruisingaswellastheeffectoftravelers’perceptiononsatisfactionandbehavioralintention.InordertomeasureAsiantravelers’multidimensionalperceptions,surveyitemswereadaptedfromSERVQUALandSERV-PERVAL.Exploratoryfactor
3、analysiswasperformedfirsttoidentifytravelers’multidimensionalperceptionsontravelexperience.Subsequently,amultipleregressionwasconductedsothatresearchersexaminehowthetourist’perceptionsaffecttravelers’satisfactionandbehavioralintention.StatisticalresultsshowedthatAsiancruis
4、etravelershavetwodimensionalperceptionsandeachperceptioncanbenamedas“perceivedquality”and“perceivedvalue”.Theperceivedqualityhasfourcomponents.Theyare“Facility”,“F&B”,“Entertainment”,and“Staff”,andtheperceivedvalueconsistsofthreecomponentsincluding“Emotionalresponse”,“Perc
5、eivedprice”,and“Behavioralpriceandreputation”.Accordingtothestatisticalresults,travelers’perceptionsoncruiseexperiencingaffecttravelsatisfactionandtravelers’behavioralintention.Keywords:Asiancruisetourists,Cruisingexperience,Perceptiondimensionality,Perceivedquality,Percei
6、vedvalueINTRODUCTIONThecruiseindustryhasbeenexperiencingdramaticgrowthintheinternationaltourismsector.AccordingtotheCruiseLineInternationalAssociation(CLIA),itsaveragegrowthrateisover8%ayearandthenumberofcruisepassengerswas14millionin2005,whichwastentimesmorethanthatin1980
7、(Dwyer&Forsyth,1998;Kwag&Lee,2009).Withdramaticgrowthofthecruiseindustry,themarketenvironmentisgettingcompetitiveandappearstobesaturatedbecauseofovercapacity(DelaVina&Ford,2001;Kwortnik,2006).ThisisbecausemostofthecruisemarketisbaseduponNorthAmericaandtheregionalmarketshar
8、eaccountsfor85%ofthetotalcruisemarket.Astrategicefforttooccupythecompetitivecruisemarketc
