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Cruise Line Product Differentiation Practice: A Cluster Analysis Approach

Year: 2013

Type: article

Abstract: The cruise business is a big one. With 67 cruise lines that operate 224 ships, just about every combination ofship descriptions can be found. The cruise business has served an estimated 90 million passengers. The purposeof this article is to demonstrate the ways cruise lines and their ships can be differentiated. Using data fromWard’s compendium, cluster analysis is used to determine how these ships differ from each other. The analysesreveal six clusters by which the cruise lines differentiate their services. These results have implications for themarketing of services in the cruise line industry.

Source: International Journal of Business and Management

DOI: 10.5539/ijbm.v8n13p93

Authors: John K.M. Kuwornu, Richard B. Rosecky, Crystal Ellis

Language: English

Topic: Cruise Tourism Development and Management

Subfield: Transportation

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2170993607

FWCI: 0.58

Cites: 24

Cited by: 4

Related to: 10