Motivation-Based Segmentation in the Cruise Industry: An Exploratory Study

This article reports the results of an exploratory study of motivation-based segmentation in the cruise industry. The authors note that this topic is still under-explored in the tourism and transport literature, despite its potential practical relevance. The authors designed and fielded an online structured questionnaire that incorporates a cruising motivation measurement scale. Their study included 575 participants, both actual and potential cruisers from multiple regions. The authors analyzed the data with an exploratory factor analysis to determine the key dimensions of motivations to cruise and then ran a hierarchical cluster analysis, to provide a motivation-based segmentation of sample individuals. The six clusters were: family togetherness, price-watching and well-informed, hard to pleasure, passive cluster, excitement and experience-seeking, and learning and exploration. The study outcomes identify a cruising motivation measurement scale that can be used by cruise lines who want to define conscious and tailor-made segmentation strategies and thus target untapped markets. The authors include a discussion of the profiles of the respondents in each cluster. Appended to the article is the final version of the online questionnaire.

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  • Authors:
    • Satta, Giovanni
    • Parola, Francesco
    • Penco, Lara
    • Persico, Luca
    • Musso, Enrico
  • Publication Date: 2016-3


  • English

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  • Accession Number: 01605247
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jul 19 2016 2:58PM