Factors that influence repeaters to come back: A comparison of ocean and river cruisers

Cruising has experienced massive growth but cruise ship research is limited, leading to this project which identified cruising aspects that influenced repeat cruisers' choices. The focus on repeat cruisers recognised their continued importance to the cruising market. The study was mixed method, with qualitative and quantitative phases. The research suggested convenience and cost were more important than brand, itineraries and destinations for many ocean cruisers. Itineraries and destinations were most important to river repeaters. Given the strong evidence of heterogeneity, cruise companies need to decide whether to target the whole market or particular segments and develop appropriate strategies for them.