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Studies have attributed cross-cultural variation in consumer phenomena to cultural effects without considering other factors, likely leading to false conclusions. This study seeks to clarify whether the effects of culture on cruising preferences are influenced by other elements. First, cruising attributes were identified using a mixed-methods approach. Conjoint analysis was then conducted to examine travelers’ preferences for cruising attributes using data collected in China and America. Finally, within-culture and cross-cultural comparison were performed. Results revealed the role of trade-offs and the joint effects of culture and past experience on cruising preferences. Theoretical and practical implications are discussed.

Cruising preferences within and across cultures: the roles of past experience and trade-offs