The Chinese Consumers’Service Quality Satisfaction Differences of Cruise Tourism and Precision Marketing Strategy  

作　　者：ZHANG Lingling CHEN Yu GUO Yingzhi 

机构地区：[1]Putian University,Putian,China [2]Fudan University,Shanghai,China

出　　处：《Journal of Tourism and Hospitality Management》2024年第1期1-11,共11页旅游与酒店管理（英文版）

基　　金：National Natural Science Foundation of China(72074053).

摘　　要：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.

关 键 词：cruise tourism service quality SATISFACTION market segmentation precision marketing 

分 类 号：F592[经济管理—旅游管理]