Award Date

August 2017

Degree Type


Degree Name

Master of Science (MS)


Hospitality Management

First Committee Member

Tony L. Henthorne

Second Committee Member

Sarah Tanford

Third Committee Member

Chih-Chien Chen

Fourth Committee Member

Nadia Pomirleanu

Number of Pages



This study examined the impact of consumers’ attitudes towards cruises on their purchase intention of cruises. A sample of 229 past outbound travelers in China were surveyed via an online self-administered survey sent by a Chinese online survey platform named ’So Jump’. The survey used a two-part statement evaluation format to measure cruise purchase intentions and the factors that impact the intentions. Respondents were asked to rate their level of agreement, the important of the sub-factors, and the likelihood to participate in certain activities on a seven-point Likert scale. Use the theory of planned behavior as the base, the three factors of cruise purchase intentions proposed prior to conducting the study were; attitude, subjective norm, and perceived behavioral control.

Factor analysis revealed that one of the factors was not in the proposed construct. The new factor was named ‘personal concern’. It was found that both attitude and perceived behavioral control have marginally or significant effect on the willingness and the likelihood of cruise taking. Significant differences in attitudes and cruise purchase intentions were found among different age, marital status, employment status, education level and residence groups.


Consumer Attitude; Cruise Purchase Intention; Perceived Behavioral Control; Subjective Norms


Marketing | Sociology

File Format


Degree Grantor

University of Nevada, Las Vegas




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