Segmenting the cruise market: an application of multiple correspondence analysis

Article

Paris, C. and Teye, V. 2011. Segmenting the cruise market: an application of multiple correspondence analysis. Tourism Analysis. 16 (5), pp. 617-621. https://doi.org/10.3727/108354211X13202764960825
TypeArticle
TitleSegmenting the cruise market: an application of multiple correspondence analysis
AuthorsParis, C. and Teye, V.
Abstract

The cruise line industry is one of the fastest growing travel sectors, and an industry with a high rate of repeat business. This study contributes to the understanding of potential repeat visitors by segmenting cruise tourists based upon their intent to cruise in the future. The purpose of this research note is to reflect on the segmentation method applied. Respondents were asked to respond to questions about their intentions to cruise in the future, and were able to answer yes, no, or not sure, thus making a traditional factor-cluster approach using principal components analysis (or similar) not feasible. This study uses a two step method that combines Multiple Correspondence Analysis (MCA) with a k-means cluster analysis, to segment the sample based on responses to five questions about future cruising intentions.

PublisherCognizant Communication Corporation
JournalTourism Analysis
ISSN1083-5423
Electronic1943-3999
Publication dates
Print01 Oct 2011
Publication process dates
Deposited11 Sep 2015
Accepted05 Feb 2011
Output statusPublished
Publisher's version
Copyright Statement

Copyright © 2011 Cognizant Comm. Corp
The published article: Paris, Cody Morris and Teye, Victor (2011) Segmenting the cruise market: an application of multiple correspondence analysis. Tourism Analysis, 16 (5). pp. 617-621, doi:10.3727/108354211X13202764960825, is reproduced with permission. The article(s) and/or figure(s) cannot be used for resale.
Please contact inquiries@cognizantcommunication.com for permission to replicate material

Digital Object Identifier (DOI)https://doi.org/10.3727/108354211X13202764960825
LanguageEnglish
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