Vacationing at Sea Again: Who and Why?

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.