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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
ZHANG Lingling
CHEN Yu
GUO Yingzhi
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DOI:10.17265/2328-2169/2024.01.001
Putian University, Putian, China;
Fudan University, Shanghai, China
Fudan University, Shanghai, China
Fudan University, Shanghai, China
The paper selected Chinese Cruise Line as the case study. Having based on the survey data of Chinese cruise tourism consumers, the factor analysis method, one-way analysis of variances method, cluster analysis method, and other quantitative and qualitative methods were taken to analyze Chinese consumers’ satisfaction differences of cruise tourism service quality with different segmentation markets and clusters markets, and the reasons of satisfaction differences were also explored. Then precision marketing strategy of Chinese cruise tourism with different segmentation markets and clusters markets from the supply-side reform perspective was discussed. The purpose of current research was to provide suggestions of precision management and precision marketing of Chinese cruise tourism for relevant enterprises and government departments.
cruise tourism, service quality, satisfaction, market segmentation, precision marketing
Journal of Tourism and Hospitality Management, Jan.-Feb. 2024, Vol. 12, No. 1, 1-11, doi: 10.17265/2328-2169/2024.01.001.
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