Analysis of the Market demand for Cruise Tourism under the impact of the COVID-19 epidemic: Take Palma de Mallorca, Spain, for example

Abstract

[eng] At the beginning of 2020, the COVID-19 epidemic spread rapidly worldwide. As a result, the cruise tourism industry has almost shut down and suffered heavy losses. In order to readjust and establish the consumer confidence of cruise tourism consumers, this article takes cruise tourism consumers in the Port of Palma as the research object to study and analyze the market demand for cruise tourism in the context of COVID-19 and seek a breakthrough for the present cruise tourism sector. This paper summarizes the relevant research literature, puts forward research assumptions, and analyses the collected data using SPSS26.0 statistical software. This study found that even if the COVID-19 epidemic is not conducive to the development of cruise tourism, cruise tourism consumers are still willing to enjoy cruise tourism. Moreover, the serviceability, reliability, responsiveness, security, safety, and entertainment of cruise tourism all significantly impact the willingness of cruise tourism consumers to travel. Finally, because of the constituent elements of cruise tourism that significantly affect the willingness of cruise tourism consumers in Palma, combined with the actual cruise tourism situation in Palma, this paper provides practical suggestions for cruise enterprises, travel agencies, and other cruise tourism stakeholders to continue to develop under the epidemic.