CROSS-CULTURAL DIFFERENCES IN CRUISE PASSENGER MOTIVATION AND BEHAVIORAL INTENTION: INTEGRATING HOFSTEDE’S CULTURAL DIMENSIONS
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This quantitative cross-sectional research aimed to examine cross-cultural differences in cruise passenger motivation and behavioral intention by integrating Hofstede’s cultural dimensions with push-pull motivation theory. The objectives were to assess the overall levels of cultural dimensions, travel motivation, and behavioral intention; compare travel motivation between Eastern and Western passengers; test the effect of cultural dimensions on travel motivation and the effect of travel motivation on behavioral intention; and examine the mediating role of travel motivation and the moderating role of cultural background. Data were collected from 400 cruise passengers who had completed at least one cruise trip within the previous two years, with quota sampling used to obtain 200 Eastern and 200 Western respondents. The research instrument was a structured multilingual questionnaire measuring demographic information, cultural dimensions, push-pull travel motivation, and behavioral intention on a five-point Likert scale. Data were analyzed using descriptive statistics, reliability analysis, independent-samples t-test, Pearson correlation, regression analysis, Sobel mediation testing, and moderation analysis. The results showed that behavioral intention had the highest mean score (M = 3.783), followed by travel motivation (M = 3.549) and cultural dimensions (M = 3.503). All major scales demonstrated acceptable reliability (Cronbach’s alpha = 0.778–0.857). Travel motivation differed significantly across cultural groups (t = 6.370, p < 0.001). Cultural dimensions significantly predicted travel motivation (B = 0.433, p < 0.001), and travel motivation significantly predicted behavioral intention (B = 0.507, p < 0.001). Travel motivation partially mediated the relationship between cultural dimensions and behavioral intention (indirect effect = 0.207, Sobel z = 4.917, p < 0.001), while cultural background significantly moderated the motivation-behavior relationship (β = 0.186, p < 0.01). These findings indicate that culturally informed motivation is an important mechanism for explaining cruise passengers’ revisit and recommendation intentions.
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