Marketing research and revenue optimization for the cruise industry: A concise review

This paper presents a concise review of the cruise industry mainly from marketing research and revenue optimization prospects. In recent years, the cruise industry has experienced an exciting growth. However, as one of the fastest growing and most profitable categories in the entire leisure market, this industry has hardly received any research attention. Given the limited academic articles, this paper presents a concise review about this budding research topic. First of all, a discussion about global cruise industry is conducted. Then, academic studies of the cruise industry on general marketing research, revenue management, itinerary design/optimization, optimal market segmentation, demand infiltration and economic issues are reviewed. Finally, some promising directions for future research are presented.

Research highlights▶ This paper presents a concise review of current research on the cruise industry. ▶ A discussion about global cruise industry is conducted. ▶ Academic studies of the industry from marketing research and revenue optimization prospects are reviewed. ▶ Some promising directions for future research are presented.