The comprehension of cruising motivation, indeed, enables cruise companies to detect why people cruise and what they are looking for. In addition, the development of a cruising motivation measurement scale can support cruise lines in segmenting demand more effectively, in defining conscious and tailor-made marketing strategies as well as targeting untapped markets. Despite the practical relevance of this topic and the broad range of previous contributions on travel motivation, motivations in cruise tourism still appears rather under-explored. Therefore, the objective of this manuscript is twofold. First, it aims to advance knowledge on motivation to cruise, by proposing a cruising motivation measurement scale. Next to this, the study suggests a motivation-based segmentation of the cruise market. In particular, the paper brings insightful information on the motivations of more than 550 actual and potential cruisers from multiple regions, by administering an on-line structured questionnaire. For this purpose, we first perform an exploratory factor analysis in order to determine the key dimensions of motivations to cruise. In addition, by running a hierarchical cluster analysis, the paper proposes a motivation-based segmentation of sample individuals, and then tests it by scrutinizing the profile of the respondents belonging to each cluster. The paper provides implications for both academics and practitioners.
Exploring motivation as a segmentation criterion in the cruise industry
PAROLA, FRANCESCO;
2016-01-01
Abstract
The comprehension of cruising motivation, indeed, enables cruise companies to detect why people cruise and what they are looking for. In addition, the development of a cruising motivation measurement scale can support cruise lines in segmenting demand more effectively, in defining conscious and tailor-made marketing strategies as well as targeting untapped markets. Despite the practical relevance of this topic and the broad range of previous contributions on travel motivation, motivations in cruise tourism still appears rather under-explored. Therefore, the objective of this manuscript is twofold. First, it aims to advance knowledge on motivation to cruise, by proposing a cruising motivation measurement scale. Next to this, the study suggests a motivation-based segmentation of the cruise market. In particular, the paper brings insightful information on the motivations of more than 550 actual and potential cruisers from multiple regions, by administering an on-line structured questionnaire. For this purpose, we first perform an exploratory factor analysis in order to determine the key dimensions of motivations to cruise. In addition, by running a hierarchical cluster analysis, the paper proposes a motivation-based segmentation of sample individuals, and then tests it by scrutinizing the profile of the respondents belonging to each cluster. The paper provides implications for both academics and practitioners.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
