邮轮旅游作为一种新兴的旅游方式,逐渐受到越来越多旅游者的青睐。中国作为全球第二大邮轮客源市场,邮轮旅游业态的培育已成为国内重要的战略性新兴市场。随着在线旅行预订平台的普及,消费者在邮轮旅游决策过程中的风险感知日益成为影...邮轮旅游作为一种新兴的旅游方式,逐渐受到越来越多旅游者的青睐。中国作为全球第二大邮轮客源市场,邮轮旅游业态的培育已成为国内重要的战略性新兴市场。随着在线旅行预订平台的普及,消费者在邮轮旅游决策过程中的风险感知日益成为影响其旅游意愿的重要因素。本研究旨在探讨在线旅行预订背景下,风险感知、自我效能与邮轮旅游意愿之间的关系。通过对潜在邮轮旅游者的问卷调查,本研究构建了一个理论模型,分析了风险感知如何通过自我效能这一中介变量影响邮轮旅游意愿。研究发现,风险感知对邮轮旅游意愿具有显著的负向影响,而自我效能则在风险感知与旅游意愿之间起到部分中介作用。此外,研究还发现自我效能对邮轮旅游意愿具有正向促进作用。本文的研究成果为邮轮旅游行业和在线旅行预订平台提供了实践指导,即通过降低消费者风险感知和提升自我效能,可以有效提高邮轮旅游意愿,从而促进邮轮旅游市场的健康发展。Cruise tourism, as an emerging form of travel, is increasingly favored by a growing number of tourists. As the world’s second-largest source market for cruise passengers, the cultivation of the cruise tourism industry has become a crucial strategic emerging market domestically. With the widespread adoption of online travel booking platforms, consumers’ risk perception during the cruise tourism decision-making process has increasingly become a significant factor influencing their travel intentions. This study aims to explore the relationship between risk perception, self-efficacy, and cruise tourism intention in the context of online travel booking. Through a questionnaire survey of potential cruise tourists, this research constructs a theoretical model and analyzes how risk perception influences cruise tourism intention through the mediating variable of self-efficacy. The findings reveal that risk perception has a significant negative impact on cruise tourism intention, while self-efficacy plays a partial mediating role between risk perception and travel intention. Moreover, the study also finds that self-efficacy has a positive promotional effect on cruise tourism intention. The results of this study provide practical guidance for the cruise tourism industry and online travel booking platforms, suggesting that effectively reducing consumer risk perception and enhancing self-efficacy can significantly increase cruise tourism intention, thereby promoting the healthy development of the cruise tourism market.展开更多
文摘邮轮旅游作为一种新兴的旅游方式,逐渐受到越来越多旅游者的青睐。中国作为全球第二大邮轮客源市场,邮轮旅游业态的培育已成为国内重要的战略性新兴市场。随着在线旅行预订平台的普及,消费者在邮轮旅游决策过程中的风险感知日益成为影响其旅游意愿的重要因素。本研究旨在探讨在线旅行预订背景下,风险感知、自我效能与邮轮旅游意愿之间的关系。通过对潜在邮轮旅游者的问卷调查,本研究构建了一个理论模型,分析了风险感知如何通过自我效能这一中介变量影响邮轮旅游意愿。研究发现,风险感知对邮轮旅游意愿具有显著的负向影响,而自我效能则在风险感知与旅游意愿之间起到部分中介作用。此外,研究还发现自我效能对邮轮旅游意愿具有正向促进作用。本文的研究成果为邮轮旅游行业和在线旅行预订平台提供了实践指导,即通过降低消费者风险感知和提升自我效能,可以有效提高邮轮旅游意愿,从而促进邮轮旅游市场的健康发展。Cruise tourism, as an emerging form of travel, is increasingly favored by a growing number of tourists. As the world’s second-largest source market for cruise passengers, the cultivation of the cruise tourism industry has become a crucial strategic emerging market domestically. With the widespread adoption of online travel booking platforms, consumers’ risk perception during the cruise tourism decision-making process has increasingly become a significant factor influencing their travel intentions. This study aims to explore the relationship between risk perception, self-efficacy, and cruise tourism intention in the context of online travel booking. Through a questionnaire survey of potential cruise tourists, this research constructs a theoretical model and analyzes how risk perception influences cruise tourism intention through the mediating variable of self-efficacy. The findings reveal that risk perception has a significant negative impact on cruise tourism intention, while self-efficacy plays a partial mediating role between risk perception and travel intention. Moreover, the study also finds that self-efficacy has a positive promotional effect on cruise tourism intention. The results of this study provide practical guidance for the cruise tourism industry and online travel booking platforms, suggesting that effectively reducing consumer risk perception and enhancing self-efficacy can significantly increase cruise tourism intention, thereby promoting the healthy development of the cruise tourism market.
