A Comparative Research Regarding Decision-Making Process of Cruise Travel Merchandise Purchase by Cross-Strait Female Tourists of Millennials
Obviously, Asian tourism market regarding cruise travel has become more and more popular amid the Asian travelers
in the 21st century, in particular, when it comes to cross-strait female tourists of millennials. The cross-strait young female
tourists, with their purchasing power exponentially aggrandized, are deemed the most potential consumers seeking for
cruise travel. Majority of previous studies in relation to cruise tourism mainly focused on the governmental policies, the significance
of cruise travel providers and post-purchasing behavior analysis, however, the fundamental issues, i.e. necessity
and wants regarding the cruise tourists are rarely explored. Accordingly, the present research will incorporate qualitative
method (literature review, in-depth interviews, and two focus groups in Taiwan and the other two focus groups in Mainland
China) and quantitative (questionnaire) approach to analyze the decision-making process concerning the young female tourists.
The research results are not merely beneficial for the cruise line operators but also the tourism industry aiming at reinforcing
the cruise travel while enhancing the overall quality of cruise tourism merchandise. Moreover, it proffers relatively
insightful reference in relation to the emerging market regarding the cross-strait female tourists of millennials.
Keywords - Cruise travel, Travel agency, Female tourist, Cross-strait, Decision-making process