Analyzing Differences in Cruise Tourist Decision: Making Processes Based on Value Perception

Abstract

Purpose - The purpose of this study was to analyze differences in the decision-making process of cruise travelers based on value perceptions. The analysis was conducted from the perspective of travelers seeking information online, and pre-decision, purchase decision, and post-sharing were analyzed to draw implications.
 Design/Methodology/Approach - The research methodology of this paper is as follows. A survey was conducted among potential travelers who are planning a cruise trip, especially those who are exposed to the digital environment and make pre-trip research and purchase decisions online. After conducting factor analysis for each factor, the relationship between variables was verified through MANOVA. In addition, cluster analysis was used to check for differences between groups and to determine whether there were differences between groups for each variable.
 Findings - As a result of the study, we were able to divide the clusters into three groups: low-, medium-, and high-value. For each cluster, we analyzed the difference in preference for digital tourism platforms at different stages of the cruise decision-making process. The results are reported in detail in the main text.
 Research Implications - While previous studies have conducted empirical research by incorporating theories on the traveler purchase decision-making process, this study is significant in that it analyzes the differences between groups of digital travelers as they increasingly make purchases online. It is expected to show theoretical and practical implications.