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Skip to 0 minutes and 24 seconds Here’s the findings and discussion. The first part is about the respondents demographic profile. If we have a look of this table, we collect the information of the respondents regarding their gender, age, marriage status, family size, education, also their household and income. And we can have a look, we have a quite even distribution across the gender. And also most of our respondents are quite young, and also most of them are single. And for the family size many of them have three persons is like small unit of family For the education, sixty four percent of our respondents holding a college diploma or university degree. And here is also the annual income for the household.

Skip to 1 minute and 19 seconds Groups highlight of here will be combined together because of their insufficient number of sample. So to conduct the t-test and ANNOVA. This table shows the descriptive analysis of motivation and intention, As we can see here, here are the means of those items. And their rating from 1 to 7, we can see, for the motivation attributes enjoy beautiful environment and sceneries got highest mean, which is 6.36 out of seven. And followed by the experience attractive routes and destinations, see and experience new culture. Visit different places in one trip and etc. And the lowest one is here. So, enjoy health and exercise, enjoy casino experiences.

Skip to 2 minutes and 18 seconds Regarding the intention “I’m interested in cruise travel” got highest mean, which is 5.47. And then we had “ I want to cruise sometime in the future”, which is 5.37. That’s from the mean analysis. This table shows the factor analysis results of the motivation items. And according to the results here, we generally have five factors here. And entitled relaxation, family, The second one is a discovery, enjoyment, wellness and network, the last one is social and Esteem need. That’s the five factors we got from those motivation items. After the factor analysis, and the mean analysis, we got the t-test and ANNOVA to see the mean differences across different sectors. And here’s the result. Enjoyment was rated differently by different age groups.

Skip to 3 minutes and 17 seconds Wellness and network was different among different age groups. Relaxation and family was rated differently by different income groups. Discovery was rated differently by different martial status. About intention, intention was different among different age groups and also is different among different income groups. The final one is about the multiple regression between motivation factors and intention. And according to this figure, we can realize that relaxation and family also the enjoyment they had to have a positive effect on the intention to cruise in the future. And here is the P value and also the R square. Here is the conclusion and implications. This study explored importance of motivation and intention about the cruise travel.

Skip to 4 minutes and 18 seconds So regarding the motivations, we got five factors about that. There are relaxation, family, discovery, enjoyment. Wellness and network and Social/Esteem need. The demographic influence on motivation and intention was discovered. The study examined correlation between motivation and intention. It shows the possible ways to increase cruise travel intention. And can provide suggestions for tour operators and also the cruise management.

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If you were going on a cruise tourism journey, what would be your motivation? Is it the main reason you want to travel?

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Research Methods in Tourism Studies

Nankai University