Demographic Segmentation of the Cruise Industry
Keywords:
cruise industry, customer satisfaction, demographic segmentation
Abstract
The cruise industry caters to a highly diverse customer base, making it crucial for cruise companies to craft different marketing strategies for different passenger segments. Therefore, it is quite surprising that the academic literature on the cruise industry that studies antecedents of satisfaction at the segment level is quite limited. To fill this gap, this study first segments cruise passengers into five most common segments based on passenger demographics and then determines the impact and relative importance of different cruise ship attributes on each segment's satisfaction. We collected 1000 post experience reviews from passengers of over 150 cruise ships. Our data comprises a diverse and large sample, which was lacking in prior studies. This provides a realistic picture of cruise passengers' perception and evaluation of factors that influence their satisfaction. We provide actionable implications for the managers of cruise companies which may be used for fine tuning advertising messages and customizing product offering for each segment.
Downloads
- Article PDF
- TEI XML Kaleidoscope (download in zip)* (Beta by AI)
- Lens* NISO JATS XML (Beta by AI)
- HTML Kaleidoscope* (Beta by AI)
- DBK XML Kaleidoscope (download in zip)* (Beta by AI)
- LaTeX pdf Kaleidoscope* (Beta by AI)
- EPUB Kaleidoscope* (Beta by AI)
- MD Kaleidoscope* (Beta by AI)
- FO Kaleidoscope* (Beta by AI)
- BIB Kaleidoscope* (Beta by AI)
- LaTeX Kaleidoscope* (Beta by AI)
How to Cite
References
S. Aziz, Z. Nas (2013) Demographic segmentation and its effects on customer satisfaction.
Adam Beh, Brett Bruyere (2007) Segmentation by visitor motivation in three Kenyan national reserves. 28(6), 1464-1471. https://doi.org/10.1016/j.tourman.2007.01.010
Thomas Bieger, Christian Laesser (2002) Market Segmentation by Motivation: The Case of Switzerland. 41(1), 68-76. https://doi.org/10.1177/004728750204100110
Mark Bonn, Sacha Joseph, Mo Dai (2005) International versus Domestic Visitors: An Examination of Destination Image Perceptions. 43(3), 294-301. https://doi.org/10.1177/0047287504272033
John Bowen (1998) Market segmentation in hospitality research: no longer a sequential process. 10(7), 289-296. https://doi.org/10.1108/09596119810240924
Juan Brida, Raffaele Scuderi, María Seijas (2012) Segmenting Cruise Passengers Visiting Uruguay: a Factor-Cluster Analysis. 16(3), 209-222. https://doi.org/10.1002/jtr.1916
Barbara Carmichael, Wayne Smith (2004) Canadian domestic travel behaviour: A market segmentation study of rural shoppers. 10(4), 333-347. https://doi.org/10.1177/135676670401000405
Sukbin Cha, Ken McCleary, Muzaffer Uysal (1995) Travel Motivations of Japanese Overseas Travelers: A Factor-Cluster Segmentation Approach. 34(1), 33-39. https://doi.org/10.1177/004728759503400104
Christina Chi (2011) Destination Loyalty Formation and Travelers' Demographic Characteristics: A Multiple Group Analysis Approach. 35(2), 191-212. https://doi.org/10.1177/1096348010382233
M. Cleveland, N. Papadopoulos, M. Laroche (2011) Identity, demographics, and consumer behaviors: International market segmentation across product categories. 28(3), 244-266.
(2014) CLIA, retrieved from.
CLIA, retrieved from http://www.cruising.org/sites/default/files/pressroom/January30Deck_FINAL.pdf
CLIA http://www.cruising.org/regulatory/industry-welcome
CLIA http://www.cruising.org/regulatory/issues-facts
(2014) CNN. Web. 7 May 2014.
(2014) Cruise Market Watch.
Cruise Watch (2014) http://www.cruisemarketwatch.com/home/financial-breakdown-of-typical-cruiser/
La De, L. Vina, J. Ford (2001) Logistic regression analysis of cruise vacation market potential: Demographic and trip attribute perception factors. 39(4), 406-410.
Florida Caribbean Cruise Association (2014) Web. 7 May.
Salah Hassan, Stephen Craft (2012) Examining world market segmentation and brand positioning strategies. 29(5), 344-356. https://doi.org/10.1108/07363761211247460
Tony Henthorne, Babu George, William Smith (2013) Risk Perception and Buying Behavior: An Examination of Some Relationships in the Context of Cruise Tourism in Jamaica. 14(1), 66-86. https://doi.org/10.1080/15256480.2013.753808
Louise Horneman, R. Carter, Sherrie Wei, Hein Ruys (2002) Profiling the Senior Traveler: An Australian Perspective. 41(1), 23-37. https://doi.org/10.1177/004728750204100104
R. Inbakaran, B. George, M. Jackson, F. Melo (2012) Identifying resort tourism market segments based on visitor demographics: A study. 5(2), 85-94.
Elisabeth Kastenholz, Duane Davis, Gordon Paul (1999) Segmenting Tourism in Rural Areas: The Case of North and Central Portugal. 37(4), 353-363. https://doi.org/10.1177/004728759903700405
Jaesoo Kim, Sherrie Wei, Hein Ruys (2003) Segmenting the market of West Australian senior tourists using an artificial neural network. 24(1), 25-34. https://doi.org/10.1016/s0261-5177(02)00050-x
P. Kotler, G. Amstrong (1980) Principles of marketing prentice hall international. Inc. 1(9), 9.
Bert Krieger, Howard Moskowitz, Samuel Rabino (2005) What Customers Want from a Cruise Vacation: Using Internet-Enabled Conjoint Analysis to Understand the Customer's Mind. 13(1), 83-111. https://doi.org/10.1300/j150v13n01_06
R. Lawson (1994) Marketing tourism. 2, 311-315.
B. Marti (1991) Cruise ship market segmentation: a 'non-traditional' port case study. 18(2), 93-103.
James Petrick, Ercan Sirakaya (2004) Segmenting Cruisers by Loyalty. 31(2), 472-475. https://doi.org/10.1016/j.annals.2003.12.009
James Petrick (2005) Segmenting cruise passengers with price sensitivity. 26(5), 753-762. https://doi.org/10.1016/j.tourman.2004.03.015
James Petrick (2011) Segmenting Cruise Passengers With Perceived Reputation. 18(1), 48-53. https://doi.org/10.1375/jhtm.18.1.48
D. Pickton, A. Broderick (2001) Integrated Marketing Communications. 6(1), 53-54. https://doi.org/10.1108/ccij.2001.6.1.53.2
V. Seiler, S. Hsien, M. Selier, C. Hsieh (2002) Modeling travel experience for.
Taiwanese tourism Journal of Travel & Tourism Marketing. 13(4), 47-60.
Ercan Sirakaya, Muzaffer Uysal, Carlton Yoshioka (2003) Segmenting the Japanese Tour Market to Turkey. 41(3), 293-304. https://doi.org/10.1177/0047287502239038
Torvald Tangeland, Øystein Aas, Alf Odden (2013) The Socio-Demographic Influence on Participation in Outdoor Recreation Activities - Implications for the Norwegian Domestic Market for Nature-Based Tourism. 13(3), 190-207. https://doi.org/10.1080/15022250.2013.819171
(2014) USA Today.
P. Weaver, T. Kaufman, Y. Yoon (2001) A Market Segmentation Study Based on Benefits Sought by Visitors at Heritage Sites. 6(3-4), 3-4.
World Travel and Tourism Council (2014) Web. 7 May.
Published
2014-05-08
Issue
Section
License
Copyright (c) 2014 Authors and Global Journals Private Limited
This work is licensed under a Creative Commons Attribution 4.0 International License.