DEMONSTRATIONAL ANALYSIS ON CONSUMERS’ CONSCIOUSNESS OF CRUISE CULTURE
DEMONSTRATIONAL ANALYSIS ON CONSUMERS’ CONSCIOUSNESS OF CRUISE CULTURE

Summary/Abstract: During the recent years, many coastal cities in China have regarded cruise economy as an important way to grow regions' economy and upgrade industrial structure. However, conflicts between the increasing number of domestic ports and low awareness of cruise culture have made it difficult to improve the demands of consumers. In this paper, we regard the cruise tourism consumption as a starting point, exploring how the awareness of Cruise Culture affects consumer behavior on the base of empirical analysis. The results showed several aspects. First, the cruise culture system is composed of material culture, spiritual culture, institutional culture and behavior culture. Second, between the "level of education“ and the awareness of cruise culture is a positive correlation, besides “family income”. Third, "cruise cost", "actual selection of goods", "post-purchase evaluation" and other aspects of behavior are significantly between the high awareness of cruise culture group and low awareness of cruise culture group.

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