A Study of the Effect of Online Reviews on Cruise Travel Purchase

Intentions

Shengjun Gan

and Zhen Jia

School of Economics and Management, Shanghai Maritime University, Shanghai, China

Corresponding author

Keywords: Online Reviews, Cruise Consumers, Purchase Intentions.

Abstract: The Internet has accelerated the development of e-commerce, and online reviews have become an important

data resource for companies to analyze their product competitiveness. By verifying the empirical analysis of

the relevant characteristics of online reviews affecting purchase intentions, the service and quality of cruise

products can be optimized. Based on information adoption theory and SOR theory, the survey data were

collected through scenario simulation, and structural equation empirical tests were conducted using SPSS and

AMOS software. The validation results show that the review quality, Comment valence, Commenter

credibility and product involvement have significant effects on purchase intention among online review-

related features, and online reviews have significant effects on perceived usefulness and perceived risk

through the mediating role of consumer perception. Cruise lines can analyze consumers' cruise experience

through online reviews and give reference suggestions for cruise lines to improve their own brands.

1 INTRODUCTION

In the latest 48th Statistical Report on the

Development of the Internet in China released by the

China Internet Network Information Center, as of

November 2021, 99.7% of China's Internet users used

cell phones to access the Internet and 782 million

online shoppers, accounting for 79.1% of all Internet

users (Information on: China Internet Network

Information Center, 2021). The rapid development of

the Internet has provided a convenient way for

consumers to communicate with other consumers

through the Internet, and most online shoppers rely

heavily on online reviews when making purchase

decisions when they are more concerned or

unfamiliar with the products they buy, giving

consumers more ways to understand the products and

make better understanding and selection of their

target products.

Cruise tourism attracts the experience of travel

enthusiasts and promotes the generation of cruise

tourism consumption behavior. In recent years, the

world cruise market has experienced a period of rapid

growth and significant changes, and in 2020, the new

https://orcid.org/0000-0003-0356-164X

https://orcid.org/0000-0002-9271-2157

crown epidemic caused the cruise tourism industry to

suffer an unprecedented blow, but the relevant

experts said that after the epidemic, the long-term

positive development trend of the Chinese cruise

market has not changed, and tourists are greatly eager

for the resumption of cruises, and the enthusiasm for

cruise tourism has only increased. Due to the late start

of China's cruise industry, a more mature cruise

culture has not been formed in China, and domestic

tourists have a biased perception of cruise products,

relying on online websites and travel agencies to sell

tickets. Tourists can pre-judge the product and

consider their own purchase decisions through online

evaluations on ticketing websites. See-To, E.W.K et

al. (2013) mentioned that when potential consumers

are exposed to a large number of negative online

reviews, they form negative expectations about the

product.

2 LITERATURE REVIEW

From the available research papers, the existing

literature mainly focuses on studies that demonstrate

Gan, S. and Jia, Z.

A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions.

DOI: 10.5220/0011210200003440

In Proceedings of the International Conference on Big Data Economy and Digital Management (BDEDM 2022), pages 675-683

ISBN: 978-989-758-593-7

675

the comprehensive study of factors influencing

visitors' purchase intentions or behaviors, the number

of comments, comment quality, product involvement,

consumer's level of expertise on it, review tone, and

Comment valence. Online reviews are used by

consumers as a form of word-of-mouth

communication to reduce uncertainty about the

quality of a service or product and to guide consumer

attitudes and behaviors. The impact of online reviews

on cruise travel purchases on ticketing websites has

been less addressed in numerous studies. Based on

information adoption theory and SOR theory, this

paper analyzes how online review features influence

potential cruise consumers' purchase intentions

through the mediating effect of consumer

perceptions, using major ticketing websites as a

perspective.

Both word-of-mouth online reviews and online

reviews are part of information, and consumers tend

to make certain changes in their purchases of

products and services as a result of the influence of

this information, which is a form of information

adoption. The change in purchase behavior adopted

by consumers after being influenced by word-of-

mouth information is also a manifestation of

information adoption. The process of information

adoption is actually a process in which users

subconsciously seek and use relevant information, in

which Xueyan Song (Song, 2010) mentioned that the

act of information adoption is essentially a kind of

decision making, and in the process of making

adoption decisions, in order to make the right

decision, information users inevitably have to carry

out further information seeking, retrieval, selection,

evaluation and other activities, and the final The final

result of information adoption behavior is reflected in

the absorption and utilization of information (Song,

2010).

Stimulus-Organism-Response (S-O-R) theory

explains the influence of the environment on

individual behavior from a psychological

perspective, arguing that the environment stimulates

individual emotions and ultimately influences

individual behavioral responses. In the online

shopping environment, the interaction between

consumers and the website, the seller and the

consumer (extrinsic stimulation) affects their sense of

presence (intrinsic perception) and ultimately affects

consumers' trust in the merchant (consumer

behavior). Therefore, in this paper, the comment

quality, comment valence, commenter credibility and

consumer product involvement of online review

features are considered as the influence signals of

external information on potential cruise consumers,

and when consumers receive external stimulus

signals, they judge them through self-perception and

then react with purchase intention. Based on the

information adoption theory and SOR theory, this

paper will use structural equations to demonstrate that

the characteristics related to online reviews affect the

purchase intention of potential cruise consumers

through the mediating role of consumer perception.

3 RESEARCH MODEL

3.1 The Relationship between Online

Review Features and Perceived

Usefulness

The quality of online reviews is reflected on the

performance, price, and self-perception of the

product, and high-quality reviews are comprehensive,

objective, detailed, and persuasive. If a review

contains understandable and objective comments

with specific reasons for recommendation, it is

relatively more persuasive than a review expressing

feelings and recommendations without specific

reasons (Park, Lee, Han 2007), making consumers

feel helpful, but the quality of negative reviews can

make consumers feel risky with suspicion. Chen, Li-

Mei et al. (2019) verified that online comment quality

positively affects consumer attitudes and that

consumers are more strongly motivated to evaluate

information when online reviews are of higher quality

(Chen, Huang, Chen 2019). The higher the quality of

review content, the greater the impact on consumer

purchase decisions.

The validity of reviews refers to the direction of

the reviews, which can be positive, negative and

neutral, with neutral reviews only providing

consumers with descriptive information about the

target object, but without any evaluative guidance,

negative reviews have a higher perceived usefulness

than positive reviews.

The source of information is an important factor

affecting the usefulness and credibility of

information, and the quality and competence of

online reviewers can largely affect consumers'

perception of review information, being that online

reviews do not have the interpersonal factors of

traditional word-of-mouth and the weak connectivity

of the internet, which can prevent consumers from

assessing the real situation of reviewers. Ji (Ji, 2016)

argues that whether a reviewer has credibility mainly

examines the number of online purchases made by

the reviewer on that e-commerce website, is

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676

registration and real name authentication, credit

rating level, and the reviewer's knowledge related to

the product (Ji, 2016). With higher professionalism

and greater activity and influence of reviewers,

reviews of consumers with high credit rating are

considered to have higher credibility, their reliability

is higher, and the quality of published reviews is

higher, and reliable and high-quality information can

have a significant impact on consumers' attitudes.

Numerous studies related to product involvement

confirm that it plays a crucial role in consumer

behavior and that the level of consumer involvement

in online products directly affects attitudes and

affective tendencies. Wang Wei's (2014) study on

product involvement shows that consumers with high

product involvement invest more time and effort in

evaluating their chosen products, which leads to a

more complex purchase decision process (Wang,

2014). In the information processing and

comprehension stage, consumers with a high

involvement level evaluate the content of information

reviews thoroughly and thus obtain information of

practical value. The following hypothesis is therefore

proposed.

 H1a: Online comment quality positively

affects perceived usefulness.

 H2a: Online comment valence positively

affects perceived usefulness.

 H3a: Commenter credibility positively affects

perceived usefulness.

 H4a: Product involvement positively affects

perceived usefulness.

3.2 The Relationship between Online

Review Features and Perceived

Risk

When the consumers who intend to purchase cruise

tourism products have generated the perceived risk,

they will browse other tourists' reviews through the

website in order to avoid the perceived risk, so online

reviews have a great influence on consumers. In the

big data environment, online reviews about cruise

tourism are consequently visible in major online

platforms, consumers' access to tourism information

is very easy, and a large number of online reviews

will generate information overload, and consumers

will then pay attention to the evaluation of

information. In a study of cruise tourists' intention to

revisit based on perceived value and risk, consumers'

perceived risk is their uncertainty about the outcome

of cruise tourism product selection implicit in the

process of choosing and understanding cruise

tourism. When consumers browse to review

information posted by reviewers with high

credibility, the higher their trust in them, which in

turn reduces the perceived risk. Based on the fine-

grained processing likelihood model, Chen, Li-Mei et

al. showed that consumers use Comment valence as

an important cue for edge paths to influence

consumers' attitudes and behaviors (Chen, Huang,

Chen 2019). In general, the first thing that consumers

focus on when browsing a travel product is the overall

rating of that product. When tourists consider cruise

tourism, considering the characteristics of cruise

tourism can cause financial, functional, and other

perceived risks to the tourists' psyche, and tourists

will do everything possible to gather information to

reduce these risks to reduce uncertainty. Based on the

above analysis, the following hypothesis is proposed.

 H1b: Online comment quality negatively

affects perceived risk.

 H2b: Online comment valence negatively

affects perceived risk.

 H3b: Commenter credibility negatively

affects perceived risk.

 H4b: Product involvement negatively affects

the perceived risk.

3.3 The Impact of Online Reviews on

Cruise Tourism Purchase

Intentions

Due to the intangible nature of cruise products and

services and the simultaneous nature of production

and consumption, consumers search for information

about a large number of tourism products in order to

reduce uncertainty and risk when making cruise

travel decisions. sparks (2011) et al. verified that

characteristics such as the number of online travel

reviews, review quality, comment valence, and

review timeliness had a significant effect on

consumers' intention to order

(Sparks, Browning

2011). Based on the above analysis, the following

hypotheses are proposed.

 H1c: Online comment quality positively

affects cruise travel purchase intention.

 H2c: Online comment validity positively

influences cruise travel purchase intention.

 H3c: Commenter credibility positively affects

the willingness to purchase cruise tourism.

 H4c: Product involvement positively

influences cruise purchase intention.

A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions

677

3.4 The Impact of Online Reviews on

Cruise Tourism Purchase

Intentions

When reviews are perceived as useful, it is the recall

of positive and negative review information that

influences the formation of consumer attitudes and

intentions through the impressions it creates on the

object. When information about a cruise tourism

product's reviews and recommendations is positive,

then consumers will have a positive attitude towards

the cruise tourism product, and conversely, when

information about a cruise tourism product's reviews

and recommendations is negative, then a negative

attitude will follow. From the perspective of

perceived usefulness, consumers' attitudes and

perceived usefulness will jointly influence their

behavioral intentions. The perceived usefulness of

online reviews of service-oriented products has a

significant positive impact on consumers' purchase

intention. Therefore, hypothesis H5 is proposed.

 H5: Perceived usefulness positively affects

cruise tourism purchase intention.

3.5 The Influence of Perceived Risk on

Cruise Tourism Purchase Intention

Potential consumers, as rational economic agents,

consider the existence of risks before purchasing a

product and then effectively avoid them during the

purchase process. Several scholars have identified

factors that influence the perceived usefulness of

individual consumer reviews, including source

credibility, product type, argumentation, validity and

ratings (Park, Lee, Han 2007). Therefore, online

reviews provide such opportunities for faster access

to information.

 H6: Perceived risk negatively affects cruise

travel purchase intentions.

Based on the above research hypotheses H1 to

H6, the hypothesis framework model shown in Figure

I is proposed. The interpretation of this model is that

the relevant features of online reviews of cruise

related product websites have an impact on the

willingness of potential cruise consumers by

influencing their psychological perceptions.

Figure 1: Conceptual model of the impact of online reviews on cruise travel purchase intentions.

4 RESEARCH DESIGN AND

ANALYSIS

4.1 Measuring Scale

This research is carried out by designing scenario

simulations. It is assumed that the choice of cruise

travel will affect consumers’ perceptions through the

characteristics of online reviews. Afterwards, data

were collected through questionnaire stars, WeChat,

and interviewees filling in on-site. In order to ensure

the authenticity and validity of the answers to the

questionnaire, the questionnaire will be screened for

a certain period of time, and the questionnaire will be

eliminated if the time is too short. According to the

set of questions, this research will distribute as much

as possible more than the number of questions X10

questionnaires. Before conducting a full-scale survey,

the questionnaire data collected in the pre-survey

should be tested with the software SPSS25. After

passing the preliminary investigation, a large sample

collection is carried out. A total of 440 questionnaires

were collected online and On site, of which 423 were

valid questionnaires. The questionnaire effective rate

reached 96.1%. The occupations are mainly 62% of

white-collar workers and 16% of students. In terms of

gender characteristics, 221 males and 202 females

accounted for 52.2% and 47.83% of the total sample,

respectively. The gender ratio of the sample subjects

is very close, and the age ratio meets the requirements

of this study. The seven latent variables in this study

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are all measured using the American psychologist

Likert’s five-level scale and designed in conjunction

with relevant research results at home and abroad. A

total of 24 items are involved, involving the four

characteristics of online reviews and the perceived

usefulness of tourists. Three aspects: gender,

perceived risk and willingness to buy. Among them,

the characteristic variables of online reviews: the

measurement items of review quality are based on

Chatterjee (Chatterjee 2001) on the quality of reviews

(Chatterjee 2001), the measurement items of

comment valence and commenter credibility mainly

refer to Cheung and Sia (2009) based on the research

of online review valence affecting consumers'

purchasing decision and purchasing behavior

intention, the credibility of the reviewer is measured

from two dimensions of the professional ability and

reliability of the reviewer (Cheung, Luo, Sia, etal,

2009). The measurement items of product

involvement are mainly based on the literature of

these scholars such as Antil (Antil 1984) and

Zaichkowsky (Zaichkowsky 1985) (Antil 1984),

(Zaichkowsky 1985), second, the intermediary

variables include perceived usefulness and perceived

risk, and the measurement of perceived usefulness

The items refer to the maturity scale of Park et al.

(2007), and three measurement items are obtained

through improvement (Park, Lee, Han 2007), the

items of the perceived risk measurement items refer

to the research results of Jacoby (Jacoby 1972) on

consumer perception risks(Park, Lee, Han 2007),

(Cheung, Luo, Sia, etal, 2009). Third, with regard to

the measurement items of cruise travel purchase

intention, mainly refer to the scale developed by

Kassem et al. (2003), which was formed on the basis

of minor modifications (Nada, Kassem, Jerry, 2003).

4.2 Figures and Tables

4.2.1 Reliability Test

This paper uses SPSS25.0 and Amos26.0 software to

test the reliability and validity of the measurement

model. First, perform reliability test analysis on the

above seven main variables, using reliability test

indicators: Cronbach (reliability) coefficient, average

variance extraction value and combined reliability.

Table I shows that the KMO value of each latent

variable is basically above 0.7, except for the

perceived usefulness of the 7 main test variables, the

combined reliability (CR) of the remaining variables

is all above 0.8, Cronbach'sα coefficient except for

the perceived usefulness All others are greater than

0.8, and AVE is greater than 0.5. This shows that the

survey data has good reliability.

Table 1: Model reliability and convergence validity test results.

Latent variable

Measured

Variables

Normalized

factor loading

Cronbach's

CR AVE

KMO

value

Sig

Comment quality

(Cq)

QA1 0.811

0.881 0.885 0.658 0.827 0

QA2 0.742

QA3 0.832

QA4 0.855

Comment valence

(Cv)

QB1 0.741

0.806 0.807 0.582 0.714 0

QB2 0.775

QB3 0.772

Commenter

credibility

(Cc)

QC1 0.839

0.834 0.839 0.635 0.713 0

QC2 0.720

QC3 0.826

Product

involvement

(Pi)

QD1 0.826

0.85 0.855 0.596 0.813 0

QD2 0.731

QD3 0.79

QD4 0.736

Perceived

usefulness

(Pu)

QE1 0.809

0.789 0.798 0.569 0.697 0

QE2 0.713

QE3 0.737

Perceived risk

(Pr)

QF1 0.802

0.828 0.829 0.618 0.721 0

QF2 0.766

QF3 0.789

Purchase intention

(Gy)

QG1 0.807

0.875 0.879 0.645 0.82 0

QG2 0.789

QG3 0.745

QG4 0.866

A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions

679

4.2.2 Validity Test

Table 2 shows that the AVE of each factor is greater

than 0.5 and the arithmetic square root of the AVE is

greater than the correlation coefficient of the other

factors, which indicates that the scale has good

convergent and discriminant validity (see Table II).

Table 2: Convergent and discriminant validity tests.

Comment

quality

Comment

valence

Commenter

credibility

Product

involvement

Perceived

usefulness

Perceived

risk

Purchase

Intention

Comment quality

0.811

Comment valence

.355** 0.763

Commenter credibility

.335** .306** 0.797

Product involvemen

.317** .302** .337** 0.772

Perceived usefulness

.377** .314** .441** .387** 0.754

Perceived risk

-.448** -.449** -.387** -.483** -.311** 0.786

Purchase Intention

.611** .564** .622** .625** .592** -.646** 0.803

4.3 Model Fitness Test

Through the reliability test, this study was suitable for

analysis using the structural equation model. The

results of the analysis with the help of Amos 26.0

software are as follows: the combined reliability (CR)

and Cronbach's alpha are greater than 0.7 and the

average variance extracted (AVE) is greater than 0.5

as seen in Table I, which indicates that the scale has

good internal consistency and convergent validity.

Table 3: Values of the fit indicators for the structural

equation model.

Fit

index

Recommended

value

fitted

value

Goodness

of fit

X2/df <3.0 2.038 Goo

GFI >0.9 0.914 Goo

AGFI >0.8 0.891 Goo

RMSEA <0.08 0.05 Reasonable

NNFI >0.9 0.916 Goo

IFI >0.9 0.956 Goo

CFI >0.9 0.955 Goo

A comparison of the main fitness indicators

obtained from the structural model test in Table III

with the recommended values shows that the fitted

values of the data in this paper are all within the range

of the recommended values, the fit is relatively good

and the model fit is at a superior level. This shows

that the setting of the present theoretical model is

acceptable.

4.4 Model Parameter Estimation

Through the Amos26.0 software, the overall path

fitting results of the model are shown in Table IV.

From this, the following conclusions can be drawn:

using the Bootstrap method to estimate the structural

equation model parameters, test the significance of

the path coefficients of the impact of comment

quality, comment valence, commenter credibility and

product involvement on purchase intention. (See

Table IV)

Table 4: Parameter estimation results of structural equation model.

Hypothesis Standardization factor S.E. C.R. P conclusion

Perceived

usefulness

<------- Comment quality 0.177 0.055 2.975 ** support

Perceived

usefulness

<------- Comment valence 0.109 0.066 1.742 0.082 Not supported

Perceived

usefulness

<------- Commenter credibility 0.32 0.056 5.144 ***

suppor

Perceived

usefulness

<------- Product involvement 0.221 0.055 3.706 ***

suppor

Perceived risk <------- Comment

ualit

-0.232 0.058 -4.296 *** su

Perceived risk <------- Comment valence -0.278 0.07 -4.776 *** su

Perceived risk <------- Commenter credibilit

-0.138 0.056 -2.524 0.012 su

Perceived risk <------- Product involvemen

-0.331 0.059 -6.008 *** su

Purchase Intention <------- Comment

ualit

0.217 0.038 6.189 *** su

Purchase Intention <------- Comment valence 0.215 0.046 5.622 *** su

Purchase Intention <------- Commenter credibilit

0.262 0.039 7.009 *** su

Purchase Intention <------- Product involvemen

0.253 0.041 6.658 *** su

Purchase Intention <------- Perceived usefulness 0.201 0.045 5.153 *** su

Purchase Intention <------- Perceived risk -0.177 0.045 -3.923 *** su

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680

comment quality, commenter credibility and product

involvement all have a significant positive effect on

perceived usefulness, supporting hypotheses H1a,

H3a and H4a. The effect of comment valence on

perceived usefulness does not pass the significance

test and hypothesis H2a is rejected, indicating that its

effect on perceived usefulness is relatively weak.

This paper concludes that the perceived usefulness of

online reviews can be improved if the content of the

reviews is sufficiently detailed, truthful and diverse

in its presentation. The higher the rating, the more

trust consumers will have. Cruise tourists express

their satisfaction through online reviews, and the

higher their satisfaction, the higher the rating. At the

same time, the degree of involvement of the

consumer in the cruise product can be used as a

measure of the importance of cruise tourism to the

consumer, with higher involvement indicating greater

importance.

From Table IV, it is concluded that comment

quality, comment valence, commenter credibility and

product involvement all have a significant negative

effect on perceived riskiness, so the hypotheses H1b,

H2b, H3b and H4b are supported.

Both perceived usefulness and perceived risk

have a significant effect on cruise ship purchase

intention, so hypotheses H5 and H6 are supported.

4.5 Analysis of Model Mediation

Effects

From the above analysis, it can be seen that perceived

usefulness and perceived risk play a mediating role

between review quality, Comment valence,

commenter credibility, product involvement and

cruise ship purchase intention, and the determination

of whether this is a full or partial mediating effect

needs to be further explored. In this study, the

mediation effect was tested using bootstrap

confidence interval estimation and the results are

shown in Table V.

Table 5: Parameter estimation results of structural equation model.

Standardized

effect values

Bias-Corrected

Percentile

95%CI

Lower Upper Lower Upper

Total effects

Cq→Gy 0.233 0.167 0.293 0.168 0.294

Cv→Gy 0.239 0.168 0.301 0.170 0.305

Cc→Gy 0.291 0.207 0.367 0.209 0.369

Pi→Gy 0.291 0.210 0.366 0.211 0.368

Indirect effects

Cq→Pu→Gy 0.03 0.008 0.066 0.007 0.063

Cv→Pu→Gy 0.019 -0.010 0.058 -0.012 0.055

Cc→Pu→Gy 0.058 0.017 0.128 0.015 0.123

Pi→Pu→Gy 0.038 0.008 0.087 0.007 0.085

Cq→Pr→Gy 0.035 0.011 0.077 0.008 0.072

Cv→Pr→Gy 0.046 0.015 0.101 0.012 0.095

Cc→Pr→Gy 0.017 -0.006 0.068 -0.01 0.058

Pi→Pr→Gy 0.051 0.016 0.115 0.013 0.106

direct effects

Cq→Gy 0.127 0.06 0.191 0.056 0.188

Cv→Gy 0.165 0.087 0.233 0.091 0.236

Cc→Gy 0.151 0.049 0.240 0.046 0.239

Pi→Gy 0.143 0.039 0.224 0.041 0.225

The above table shows that the total effect does

not include 0 in the interval between the values of

Lower and Upper for Bias-Corrected and Percentile

95% CI, indicating the presence of a total effect.

In the indirect effect, neither Bias-Corrected nor

Percentile 95% CI for Lower and Upper contain 0,

indicating the existence of an indirect effect, from

Table 5, it can be seen that review quality, commenter

credibility and product involvement play a mediating

role in influencing purchase intentions through

perceived usefulness. This indicates that the indirect

effect exists, suggesting that not only does online

review usefulness indirectly affect purchase

intention,

but also directly affects the latter. This suggests that

A Study of the Effect of Online Reviews on Cruise Travel Purchase Intentions

681

reviewers' attitudes towards online review

information do not indirectly influence purchase

intentions through perceived usefulness.

Similarly, comment quality, commenter

credibility and product involvement play a mediating

role in purchase intentions through perceived risk.

Commenter credibility does not indirectly affect

purchase intentions by affecting perceived risk.

Among the direct effects, the direct effects of

comment quality, comment valence, commenter

credibility and product involvement on purchase

intentions can be judged from Table 5 to be present,

directly affecting purchase intentions.

5 CONCLUSION AND

IMPLICATIONS

This paper further corroborates that the perceived

usefulness and perceived risk of consumers'

psychological perceptions play a mediating effect

between online reviews and cruise tourism

consumers' purchase intentions, enriching to some

extent the research on the influence of online reviews

on cruise tourism purchase intentions. The empirical

test analysis shows that online reviews have an

important influence on cruise tourists' purchase

intention, and it is very necessary for cruise lines,

travel agencies and online websites selling cruise

tickets to keep abreast of consumer reviews on their

own websites, understand consumers' cruise

experience, and make timely service remedies to

improve consumers' satisfaction. The findings of this

study have important implications for cruise lines,

online ticket selling websites and travel agents using

website consumer reviews to market cruise tourism

products.

Firstly, in the face of a complex and changing

marketing environment characterized by mobile and

virtualization, which is a major challenge for cruise

companies, cruise companies should strengthen the

use of the Internet for online marketing planning and

management, and can open an online review section

for their products on their official websites, invest

amounts of money to track the effectiveness of the

information content of cruise tourism online reviews,

interact with them in a timely manner, understand

consumers' psychological perceptions This will

enable them to understand consumers' psychological

perceptions and purchase motivations, consciously

develop their online marketing capabilities, provide

effective information that will help them make

purchase decisions and ultimately increase their

willingness to buy.

Secondly, we need to strengthen and enhance our

own brand characteristics, the Chinese cruise market

is huge, due to the cultural differences caused by the

consumer's experience does not meet the

psychological expectations, and this dissatisfaction

through the company's website comments and cause

brand loss, so cruise companies should use Chinese

cultural elements to enhance their own brand

recognition, and constantly improve the level of

cruise tourism services, pay attention to listen to and

appropriately adopt the tourists' suggestions, for

example The cruise line should use Chinese cultural

elements to enhance its own brand recognition and

continuously improve its cruise tourism services by

listening to and appropriately adopting tourists'

suggestions, for example, increasing the time spent

on shore visits to allow tourists to experience the

customs and traditions of the destination, so that

tourists have a high level of satisfaction with both the

cruise experience and destination tourism.

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