Cruise visitors' experience in Uruguay: an empirical survey study

Juan Brida and María Nela Seijas
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María Nela Seijas: Universidad ORT Uruguay. Facultad de Administración y Ciencias Sociales. Departmento de Economía

No 72, Documentos de Investigación from Universidad ORT Uruguay. Facultad de Administración y Ciencias Sociales

Abstract: The present study examines cruise passengers´ characteristics, preferences and their overall experience in a port of call. Based on 5,151 survey data collected from passengers arriving at Uruguayan’s ports of call during the 2008-2009 and 2009-2010 seasons, a multivariate market segment analysis is employed. The analysis starts running a factor analysis to reveal the underlying factors in the data. Based on the correspondence analysis, a hierarchical cluster investigation is performed to segment the sample into homogeneous groups, which are characterized through the use of classification and regression trees (CART). The study clearly identifies three clusters of cruise passengers, where the most discriminating factors are country of residence, occupation, locations visited in Uruguay and number of former visits to the country. The findings imply several policy directions. In particular, institutions should design and develop marketing strategies that promote Uruguayan destinations to attract first visitors, especially from Brazil, North America and Europe, which is where the heaviest spenders come from, in order to enhance the economic impact of cruise visiting in the country. Other strategic measures may especially attract repeated visitors from these regions, not only as cruise visitors but mainly as land tourists. Finally, local authorities should address and control the high level of prices in Punta del Este, which could be a deterrent factor of new cruise arrivals in the future.

Keywords: cruise; tourism; hierarchical cluster; CART (search for similar items in EconPapers)
JEL-codes: C38 D12 L83 (search for similar items in EconPapers)
Pages: 33 pages
Date: 2012-02
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