The attributes of a cruise ship that influence the decision making of cruisers and potential cruisers

A never ending challenge for the cruise industry is to convert potential cruisers to cruisers. Grounded in Attribute Knowledge Theory and studies on novelty seeking, this study addressed this challenge by examining the different attributes of a cruise ship that influence the decision making of cruisers and potential cruisers. Using a sample of cruisers and potential cruisers with similar socio-demographics, this study found that they perceive seven dimensions of onboard attributes, but attach different importance to some of them. These results, consistent with the theoretical prediction, provide evidence that the cruise industry should develop different marketing strategies for cruisers and potential cruisers.

► Cruisers and potential cruisers perceive seven dimensions of onboard attributes. ► Potential cruisers attach more importance than cruisers to “Recreation and Sport Attributes,” “Fitness and Health Attributes,” and “Supplementary Attributes.” ► Cruisers and potential cruisers attach similar importance to “Entertainment Attributes,” “Core Attributes,” “Children Attributes,” and “Crew Attributes.” ► Cruise marketers need to utilize different strategies to attract the attention of cruisers and potential cruisers.