Vacationing at sea again: who and why?

Mahadven, Renuka (2017) Vacationing at sea again: who and why?. Tourism Analysis, 22 1: 99-103. doi:10.3727/108354217X14828625279898

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Author Mahadven, Renuka
Title Vacationing at sea again: who and why?
Journal name Tourism Analysis   Check publisher's open access policy
ISSN 1083-5423
1943-3999
Publication date 2017-04-10
Year available 2017
Sub-type Article (original research)
DOI 10.3727/108354217X14828625279898
Open Access Status File (Publisher version)
Volume 22
Issue 1
Start page 99
End page 103
Total pages 5
Place of publication Putnam Valley, NY United States
Publisher Cognizant Communication Corporation
Collection year 2018
Language eng
Abstract This article analyzes the factors influencing the intention to cruise again, comparing male and female cruisers as well as first-timers and repeat cruisers. A case study on Australian cruisers revealed the need for a targeted marketing approach and some similarities toward a more general advertising effort. Contrary to previous studies, brand loyalty to cruise line is found to be less important than cruise destination. However, men—unlike women—were influenced by a cruise recommended by others and interesting ports of calls, whereas women valued cruise experience over cruise destination. Among first-timers, women were more likely to cruise again; however, to attract repeat cruisers, there needs to be a deeper understanding of preferences underlying a good cruise experience.
Keyword First-timers
Repeat cruisers
Gender
Ordered probit regression
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
School of Economics Publications
 
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Created: Tue, 11 Apr 2017, 09:21:43 EST by Associate Professor Renuka Mahadevan on behalf of School of Economics