Why do you cruise? Exploring the motivations for taking cruise holidays, and the construction of a cruising motivation scale Academic Article uri icon


  • The purposes of this study were to develop a measurement scale for motivation to cruising and to examine the role of cruising motivation on intention to cruise. The motivation measurement scale was developed by following the procedures recommended by Churchill (1979). The scale was tested and found to be both reliable and valid. The role of cruising motivation on intention to cruise was tested with an online panel survey and it was found that cruising motivation has a positive influence on cruising intention. Based on the study results, some marketing implications were provided to the cruise industry. © 2010 Elsevier Ltd.

published proceedings

  • Tourism Management

author list (cited authors)

  • Hung, K., & Petrick, J. F

citation count

  • 209

complete list of authors

  • Hung, Kam||Petrick, James F

publication date

  • April 2011