This study examined Chinese tourists' images and constraints towards cruising, and their influences on cruising desires/intentions. Both qualitative and quantitative methodologies were utilized. Based on an extensive literature review, semistructured interviews were conducted to determine measurement items for constructs of interest. Quantitative data were then collected in order to examine the proposed hypotheses. An innovative procedure for developing the best items to be included in the scales was utilized. The results revealed that: 1) images were antecedents of desires and intentions; 2) negative cognitive images have a strong influence on constraints; and 3) constraints were found to have no significant influence on intentions. Both theoretical and practical implications are suggested.