Cruise Passengers in a Homeport: A Market Analysis

A market analysis of cruise passengers in Cartagena, Colombia, reveals six distinct segments characterized by nationality, satisfaction levels, safety perceptions, and spending habits. The study, based on 1,361 survey responses collected in the third quarter of 2009, used multivariate techniques including correspondence analysis, hierarchical cluster analysis, and decision tree modeling to identify these groups. Key findings suggest that enhancing perceived safety could encourage repeat visits, while targeted marketing strategies may attract young South American tourists. Extending inland visiting times is also recommended to maximize local economic benefits.

Brida, J. G., Pulina, M., Riaño, E., & Aguirre, S. Z. (2013). Cruise Passengers in a Homeport: A Market Analysis. Tourism Geographies, 15(1), 68–87. https://doi.org/10.1080/14616688.2012.675510