Table 4 Rankings of factors in the anticipation stage.

From: Exploring motivation via three-stage travel experience: how to capture the hearts of Taiwanese family-oriented cruise tourists

Factor

Mean

S.D.

Ranking

Itinerary

2.54

1.95

1

Price

3.77

2.55

2

Travel days

3.92

1.69

3

Brand

4.31

2.05

4

Equipment

4.85

1.75

5

Activities

5.46

1.78

6

Reviews

6.08

1.59

7

Family members’ travel desire

6.31

2.92

8

Travel agencies

9.15

0.53

9

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