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Evaluating The Relative Importance Of Influencing Factors On Cruise Vacations: A Conjoint Analysis, Frida Bahja
Evaluating The Relative Importance Of Influencing Factors On Cruise Vacations: A Conjoint Analysis, Frida Bahja
USF Tampa Graduate Theses and Dissertations
This study focuses on exploring the relative importance of six influential factors in cruise customers’ decision-making process such as: cruise vacation price, cruise duration, distance from the cruise port, itineraries, environmental friendliness of cruise line and cruise online reviews. The decision on which influencing factors to select was made based on the review of literature.
The complexity of cruise customers’ decision-making process for these six attributes with several levels was examined with Choice-Based Conjoint (CBC) Analysis. CBC was selected due to its realistic approach to purchase decisions, in the form of trade-offs. The online survey collected data anonymously. The survey …