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Examining the intention to cruise again sooner rather than later

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  • Renuka Mahadevan

    (The University of Queensland, Australia)

Abstract

This article 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 time frame of the likely intentions to cruise again.

Suggested Citation

  • Renuka Mahadevan, 2016. "Examining the intention to cruise again sooner rather than later," Tourism Economics, , vol. 22(6), pages 1423-1430, December.
    • Handle: RePEc:sae:toueco:v:22:y:2016:i:6:p:1423-1430
    DOI: 10.5367/te.2015.0488
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    References listed on IDEAS

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    5. Hung, Kam & Petrick, James F., 2011. "Why do you cruise? Exploring the motivations for taking cruise holidays, and the construction of a cruising motivation scale," Tourism Management, Elsevier, vol. 32(2), pages 386-393.
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    Cited by:

    1. Suellen Tapsall & Geoffrey N Soutar & Wendy A Elliott & Tim Mazzarol & Jennifer Holland, 2022. "COVID-19’s impact on the perceived risk of ocean cruising: A best-worst scaling study of Australian consumers," Tourism Economics, , vol. 28(1), pages 248-271, February.

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