Author(s)

Yichao Zhang, Yuan Qi

Corresponding Author

Yichao Zhang

Abstract

As a "sunrise industry", tourism is an important strategic industry in China. It can not only promote the substantial progress of our regional economy, but also promote the rapid and stable development of our national economy. As a high-end tourism industry, cruise tourism has gradually become a new engine for the development of China's tourism industry and a new main force for participating in international tourism competition, which has a strong role in effectively promoting China's tourism soft power. At present, the supply structure of cruise travel in China is unbalanced. The supply of cruise travel mainly depends on foreign cruise companies in various countries. The local cruise company team is in short supply, and still they have many problems in operation management. Based on the international experience of cruise passenger satisfaction evaluation and Chinese practice, this article uses the cruise tourist satisfaction evaluation system including five modules to conduct in-depth interviews and questionnaires on cruise tourists from the Nanhai Cruise Company. Using cluster analysis, it is found that the overall satisfaction of cruise tourists is currently higher in the two sub-dimensions of on-board activities and shore-based sightseeing, while it scores lower in the other three aspects.

Keywords

Sanya; local cruises; tourism projects; satisfaction