Taking a cruise is a "dream vacation" for the majority of adults in North America. Yet, only 15% have ever taken a cruise. Why are so few individuals cruising? Is their participation in a cruise vacation being inhibited or prohibited by specific factors? The objectives of this study were to: (1) document constraints to cruise travel, (2) identify types of potential cruisers based on the resulting constraints as well as amount of cruise travel, and (3) determine whether types of potential cruisers differ in the way they describe constraints to cruising. The results indicated that there were four dimensions (i.e., types) of constraints to cruise travel that, in combination with cruise experience, explain differences between three types of cruisers. In addition, using content analysis, differences in response to specific constraint items were observed, providing additional evidence for the existence of a heterogeneous market of potential cruisers. Discussions regarding the theoretical and practical contributions of this study as well as suggestions for future research are presented.
All Science Journal Classification (ASJC) codes
- Tourism, Leisure and Hospitality Management