Research note: examining the intention to cruise again sooner rather than later

Mahadevan, Renuka (2015) Research note: examining the intention to cruise again sooner rather than later. Tourism Economics, 22 6: 1423-1430. doi:10.5367/te.2015.0488


Author Mahadevan, Renuka
Title Research note: examining the intention to cruise again sooner rather than later
Journal name Tourism Economics   Check publisher's open access policy
ISSN 1354-8166
2044-0375
Publication date 2015-12-31
Year available 2015
Sub-type Article (original research)
DOI 10.5367/te.2015.0488
Open Access Status Not Open Access
Volume 22
Issue 6
Start page 1423
End page 1430
Total pages 13
Place of publication London, United Kingdom
Publisher I P Publishing
Language eng
Abstract This paper identifies temporal differences in the factors that influence a cruise passenger’s intention to cruise again in the short, medium and long term. Using a sample of Australian cruisers, the reputation of a cruise line and indulging in interesting and different ship activities are found to be weakly influential, while satisfaction from past cruises and educational cruises are important factors in the choice to cruise again in the short term. But variety in ports of call and cruise destinations, recent frequent past trips and recommended cruises influence cruising again in the medium term. While first-time cruisers are not likely to cruise again in the short term, neither are those looking for a sense of exoticism and adventure, and wanting to go to places not accessible by land. These findings have implications for the effective targeting of marketing and advertising, keeping in mind the timeframe of the likely intentions to cruise again.
Keyword Temporal cruise intention
First timers and repeat cruisers
Ordered probit model
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
School of Economics Publications
 
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Created: Sat, 16 Jan 2016, 23:00:01 EST by Associate Professor Renuka Mahadevan on behalf of School of Economics