for Cruise Research
centre for research and for
J. F. and Sirakaya, E. "Segmenting cruisers by loyalty," Annals
of Tourism Research, 2004, 31:2, 472-475
study reported in this research note aimed to operationalize tourist
a market segmentation tool utilizing both psychological and behavioural
measures while recognizing differences between first-timers and
Participants were 792 cruise ship passengers (240 repeaters, 409
sampled during two separate seven-day Caribbean
voyages onboard the same ship. Repeaters were
classified as "loyals" and "disloyals", while first-timers
were classified as "satisfieds" and "unsatisfieds".
Differences between the segments' perceived value, satisfaction,
and word-of-mouth advertising were determined.