Abstract
Recently, the number of cruise ships calling at Japanese ports and passengers are tended to be increased. However, cruise passengers are still lower comparing to those in cruise advanced countries such as US and European countries. Since Japan is economically advanced and senior people are not less in total population, there might be several potential for cruise ship tourism. This study develops models for potential cruise passenger's preferences on cruise ship tourism and attempts to identify the factors to affect cruise ship tourism participation. As a result, shorter duration and lower price are preferred for potential users. As for retirees, Japanese related services such as spa, Japanese food, and Japanese tour guide are tended to be preferred.
