Cruise ship market segmentation: a 'non-traditional' port case study

Market segmentation in the cruise ship industry is an essential tool for securing a favourable market share. A case study of a mid-sized vessel operating from a 'non-traditional' port provides insights of the demographic and socio-economic characteristics of a cruise population. The questionnaire also supports the logic for a strong local/regional marketing effort and validates the rationale for the provision of a cruise service from a 'non-traditional' port.