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Global climate change accelerates ice melting in the Arctic region, making Arctic shipping possible and revealing a new door to develop cruise tourism. The rapid expansion of cruise tourism into the Arctic region has posed substantial implications for the cruise industry, including opportunities and challenges. This study investigates the Chinese cruise industry and the encounters and obstacles that have unfolded in the Arctic cruise market. The study also explores the Chinese cruisers’ travel constraints, preferences, and behavioral intention to the Arctic region. The implications of the findings are drawn to develop the entire Arctic cruise market. This study also provides invaluable insight into the cruise industry’s adaptation strategies and practices and relevant supporting business sectors.

Chinese Cruisers’ Preference, Travel Constraints, and Behavioural Intention: Experience from the Arctic Cruise Market