Demographic Segmentation of the Cruise Industry

Demographic Segmentation of the Cruise Industry

Amit Bhatnagar

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Amita Bhadauria

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Sanjoy Ghose

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University of Wisconsin–Milwaukee

Demographic Segmentation of the Cruise Industry

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Abstract

The cruise industry caters to a highly diverse customer base, making it crucial for cruise companies to craft different marketing strategies for different passenger segments. Therefore, it is quite surprising that the academic literature on the cruise industry that studies antecedents of satisfaction at the segment level is quite limited. To fill this gap, this study first segments cruise passengers into five most common segments based on passenger demographics and then determines the impact and relative importance of different cruise ship attributes on each segment’s satisfaction. We collected 1000 post experience reviews from passengers of over 150 cruise ships. Our data comprises a diverse and large sample, which was lacking in prior studies. This provides a realistic picture of cruise passengers’ perception and evaluation of factors that influence their satisfaction. We provide actionable implications for the managers of cruise companies which may be used for fine tuning advertising messages and customizing product offering for each segment.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Amit Bhatnagar. 2014. \u201cDemographic Segmentation of the Cruise Industry\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E3).

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GJMBR Volume 14 Issue E3

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

cruise industry Customer Satisfaction demographic segmentation

Submission ReceivedDecember 13, 2013
Peer Review Double Blind
Handling Editor
Accepted January 4, 2014
Published January 15, 2014

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v1.2

Issue date

June 30, 2014

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Article Matrices

Total Score: 133

Country: United States

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Amita Bhadauria, Amit Bhatnagar, Sanjoy Ghose (PhD/Dr. count: 0)

View Count (all-time): 206

Total Views (Real + Logic): 4816

Total Downloads (simulated): 2295

Publish Date: 2014 06, Mon

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Total Views: 4816

Total Downloads: 2295

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