“…There are 13 variables correlated to cruise WTP, namely region, gender, age, education, monthly income, occupation, family structure cruise experience, cruise intention, preferred partner, cruise duration, cruise motivation and cruise preference. According to the previous research of Kim et al (2007) and Ezebilo et al (2015), they found that a set of variables, namely distance away from home (regional variable), socio-demographics (such as age, gender, education, income, occupation, family structure), consumption experience/frequency, duration, motivation, preference and intention, influence WTP significantly. So, we divided the independent variables as follows: regional variable (Mainland China, Hong Kong, Taiwan, Japan and other global regions), sociodemographics (age, gender, education, income, occupation and family status), cruise perception (cruise experience, cruise intention, cruise partner and cruise duration), cruise motivation and cruise preference.…”