A service performance model of Hong Kong cruise
travelers’ motivation factors and satisfaction
1. Introduction
In the past, the Southeast Asia region has received only minor attention as a
cruise destination. However, exotic Southeast Asia is now starting to exert a
powerful influence on the cruise industry for good reasons. Popular with the
traveling public and packed with attractive destinations and diverse cultures, the
Southeast Asia region provides a concentrated cruise experience. With a growing
number of new vessels commissioned by international cruise operators, new ports
are in great demand. Many frequent cruisers are also looking for attractive
cruising areas and wonderful experiences which they will find in Southeast Asia.
Cruising in Asia Pacific will become more regular.
Hong Kong has seen a dramatic growth in the cruise industry recently. The
number of visitors who either arrived at or departed from Hong Kong to join a
cruise voyage increased significantly by 102% from 21,764 in 1992 to 44,051 in
1993. The vast majority of them (92% in 1993 and 80% in 1992) took a fly—cruise
package (Hong Kong Tourist Association, 1994). A study in late 1992 showed that
92% of Hong Kong overseas vacationers were interested in a fly—cruise trip and
this high potential demand stimulated the establishment of the Hong Kong
International Cruise Council (ICC) in November 1993 (Hong Kong News, 1994).
Hong Kong, which is located at the heart of Southeast Asia, is a perfect
destination for the cruise market: a dynamic and vibrant city with strong Chinese
traditions blended with a colorful Western culture. Hong Kong has become a
favorite destination in Southeast Asia with more than 11 million visitors in 1996
(Hong Kong Tourist Association, 1996). In addition, a number of notable
attractions are within a couple of days’ sailing time from Hong Kong. To the
northeast are the coastal cities of China (Guangzhou, Xiamen, Ningbo and
Shanghai), Japan and Korea. To the southwest are Vietnam, Thailand, Singapore,
Malaysia, the Philippines, Indonesia and Bali. Hong Kong is also an important
aviation hub in Southeast Asia that is served by nearly 50 airlines and these
transportation networks facilitate the development of the cruise industry in Hong
Kong.
