Segmenting the Cruise Market: An Application of Multiple Correspondence Analysis

Abstract

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9. Forever Young and New: Cruise Tourism

“…They became even more self-contained than was required by their structure, offering services, features and facilities that were more commonly associated with being on land and not in the middle of vast oceans. Ice skating rinks, rock climbing walls, expansive spa facilities, full service casinos, bowling alleys and shopping malls began to appear (see, eg, Kwortnik, 2008) giving rise to competition within the industry (Paris & Teye, 2011) and between land-based and floating resorts (Kester, 2003). Internet cafes, followed by wireless internet in all areas of the ship including in passenger cabins, meant that passengers no longer had to venture onshore looking for services.…”

Technologies of choice: The shaping of choice on the World Wide Web

“…Moreover, the clusters that emerge from the data therefore represent deep or 'high level' patterns within the data, whereby the most important or 'emblematic' features of ToC websites (i.e., data columns) have been summarised (using MCA), and the individual websites (data rows) have been characterised (using HC). Indeed, recent studies suggest that this two-step combination of MCA and clustering works effectively in a social science context (Paris & Teye, 2011;Wen & Chen, 2011;Guinot et al, 2001).…”