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Abstract
Petrick,
J. F. and Sirakaya, E. "Segmenting cruisers by loyalty," Annals
of Tourism Research, 2004, 31:2, 472-475
The
study reported in this research note aimed to operationalize tourist
loyalty as
a market segmentation tool utilizing both psychological and behavioural
measures while recognizing differences between first-timers and
repeaters.
Participants were 792 cruise ship passengers (240 repeaters, 409
first-timers)
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,
intentions,
and word-of-mouth advertising were determined.
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