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Cruise visitors' experience in Uruguay: an empirical survey study

Author

Listed:
  • Juan Gabriel Brida

    (Universidad ORT Uruguay. Facultad de Administración y Ciencias Sociales. Departmento de Economía / Free University of Bolzano (Italy))

  • María Nela Seijas

    (Universidad ORT Uruguay. Facultad de Administración y Ciencias Sociales. Departmento de Economía)

Abstract

The present study examines cruise passengers´ characteristics, preferences and their overall experience in a port of call. Based on 5,151 survey data collected from passengers arriving at Uruguayan’s ports of call during the 2008-2009 and 2009-2010 seasons, a multivariate market segment analysis is employed. The analysis starts running a factor analysis to reveal the underlying factors in the data. Based on the correspondence analysis, a hierarchical cluster investigation is performed to segment the sample into homogeneous groups, which are characterized through the use of classification and regression trees (CART). The study clearly identifies three clusters of cruise passengers, where the most discriminating factors are country of residence, occupation, locations visited in Uruguay and number of former visits to the country. The findings imply several policy directions. In particular, institutions should design and develop marketing strategies that promote Uruguayan destinations to attract first visitors, especially from Brazil, North America and Europe, which is where the heaviest spenders come from, in order to enhance the economic impact of cruise visiting in the country. Other strategic measures may especially attract repeated visitors from these regions, not only as cruise visitors but mainly as land tourists. Finally, local authorities should address and control the high level of prices in Punta del Este, which could be a deterrent factor of new cruise arrivals in the future.

Suggested Citation

  • Juan Gabriel Brida & María Nela Seijas, 2012. "Cruise visitors' experience in Uruguay: an empirical survey study," Documentos de Investigación 72, Universidad ORT Uruguay. Facultad de Administración y Ciencias Sociales.
    • Handle: RePEc:avs:wpaper:72
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    File URL: https://dspace.ort.edu.uy/bitstream/handle/20.500.11968/2796/documentodeinvestigacion72.pdf
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    References listed on IDEAS

    as
    1. Bradley M. Braun & James A. Xander & Kenneth R. White, 2002. "The Impact of the Cruise Industry on a Region's Economy: A Case Study of Port Canaveral, Florida," Tourism Economics, , vol. 8(3), pages 281-288, September.
    2. Juan Gabriel Brida & Bibiana Lanzilotta & Stefania Lionetti & Wiston Adrián Risso, 2010. "Research Note: The Tourism-Led Growth Hypothesis for Uruguay," Tourism Economics, , vol. 16(3), pages 765-771, September.
    3. Gabe, Todd & McConnon, James, 2009. "Economic Impact of Cruise Ships Passengers in Portland, Maine," MPRA Paper 65918, University Library of Munich, Germany.
    4. António Luís Silvestre & Carlos M. Santos & Carla Ramalho, 2008. "Satisfaction and Behavioural Intentions of Cruise Passengers Visiting the Azores," Tourism Economics, , vol. 14(1), pages 169-184, March.
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    More about this item

    Keywords

    cruise; tourism; hierarchical cluster; CART;
    All these keywords.

    JEL classification:

    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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