Study on the Motivation of Cruise Tourists in Sanya

In recent years, cruise tourism has become a new star in China's tourism industry. With its huge consumption and the huge driving force of tourism-related industries, cruise industry has formed a new tourism economy with attractive prospects. As an important tourist seaside city in southern China, cruise tourism development of Sanya has a unique advantage. With the steady progress of the second phase of the Sanya Phoenix Island Cruise Port, the development of cruise tourism will have a profound impact on Hainan Island and its surrounding areas. However, in recent years, Sanya cruise tourism market has been developing slowly, and the number of ships arriving in Sanya has been decreasing. Tthe cruise tourism market in Sanya has been decreasing year by year. Through literature research and field survey, this paper takes the cruise tourists in Sanya as the research object, and conducts a basic analysis of the factors affecting the current cruise tourists, and what is more, uses SPSS to analyze the data to find seven motivations for current cruise tourists. Finally, combined with the research results, the following suggestions were proposed to further develop the cruise market in Sanya: diversifying cruise ship price portfolio; enriching cruise tourism products; and increasing cruise tourism marketing campaign.