The Importance of Onboard Features in Cruise Decision Making: A Comparison between Cruisers and Potential Cruisers

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Abstract

An important task for the cruise industry is to convert potential cruisers to cruisers, which may be best accomplished by acknowledging the different features of a cruise that influence the decision making of cruisers and potential cruisers. Using a sample of cruisers and potential cruisers with similar demographics, the researchers found that cruisers and potential cruisers perceive six dimensions of onboard features, but attach different importance to some of the dimensions. The results support the theoretical prediction based on the motivational and knowledge differences between cruisers and potential cruisers.

 

The Importance of Onboard Features in Cruise Decision Making: A Comparison between Cruisers and Potential Cruisers

An important task for the cruise industry is to convert potential cruisers to cruisers, which may be best accomplished by acknowledging the different features of a cruise that influence the decision making of cruisers and potential cruisers. Using a sample of cruisers and potential cruisers with similar demographics, the researchers found that cruisers and potential cruisers perceive six dimensions of onboard features, but attach different importance to some of the dimensions. The results support the theoretical prediction based on the motivational and knowledge differences between cruisers and potential cruisers.