Cruise industry in Romania – An emerging market

Cruise tourism has experienced an enormous growth in the last few decades and the future of this industry is also encouraging. The Caribbean and the Mediterranean Sea, the two major destinations, offer the most exciting itineraries since the beginning of this industry. The cruise passenger’s perception about destinations, onboard and onshore aspects have been less investigated in the past years but this information shall be used for planning and developing marketing materials, new cruise itineraries, ship designs and shore excursions. The following study was conducted in Romania and aims to clarify the Romanian passenger’s perception about cruise destinations and their preferences. Using a quantitative method, the research is based on some of the most representative international studies as well as a survey sent to the most active customers of a cruise travel agency in Romania, who have shown interest in this kind of trip at least once. As a qualitative research method, a convenience sample of participants were recruited through the researcher’s professional contacts in the cruise and travel industry. Among other conclusions following this research, the most important aspect for a Romanian guest is the itinerary of the cruise ship, followed by the price and the embarkation port. The number of sea days, the service quality onboard and the cruise line are also relevant when choosing a cruise vacation.