Seia, 17th April 2013Consumer Behaviour ofMaritime Cruise Tourists inPortugalJoão Pedro Estêvãojestevao@ipg.ptCRUSUST 2013
SummaryIntroductionResearch goals and relevanceMain Results Social-demographic profile of respondents Travels’ character...
Introduction• “The search for cruising experiences is one of the fastestgrowing tourism segments worldwide” (Cunha, 2011)•...
Portuguese outboundmaritimecruise tourism (2010)Portuguese inboundmaritimecruise tourism (2010)53.000 passengers 970.000 i...
IntroductionNumber of departures of Portuguese cruise passangers by harbour(2011)HarbourPassangersFunchal 5.059Leixões 140...
Research Goals andRelevanceStudy goals To study the Portuguese consumers of maritimecruises regarding their behavior befo...
Methodology Web Survey using the snow ball technique (withrespondent driven sampling to avoid bias) for a period offive m...
Main Results1. Social-demographic profile of respondents1.1. Ageor moreSingle Married Divorced CivilUnion1.3. Employment1....
Main Results1. Social-demographic profile of respondents<2000€ 2000-3500€ 3501-5000€ 5001-8000€ >8000€1.4. Household Month...
52%26%10% 12%1 2 3 4 or more2.1. Cruise ship travelling experience (nr. of previous cruiMain Results2. Travels’ Characteri...
Main Results2. Travels’ Characteristicsousehold MembersOtherrelativesPartnerFriendsAlonefcndnnndn>2.3. Travellingcompanion...
Other meansRelatives and friendspecialised magazinesTravel agenciesSocial media, blogsInternet searchMain Results2. Travel...
sgsgsggsgsgsLisbon Portimão Funchal LeixõesHarbourabroad2.7. Respondents’ last harbor ofdeparture2.8. Reasons not to choos...
Med. Caribbean Canary Isl. N. Europe AtlanticOthergsgsgsgsg2.9. Last cruise’sdestination2.10. Last cruise’s lengthDirect b...
< 1 month2 weeks to1 month5 days to 2 weeks4 days to 1 week1 to 3 days< 3 months before2 to 3 months before1 to 2 months b...
Main Results3. Reservation ChoicesOver1500€1000€ to 1500€500€ to 1000€Less than 500€ffnfnfnfnn Did not spendOver 1000€801€...
Main Results3. Reservation ChoicesAllincludedFullBoardHalf BoardBreakfast3.6. Booked Meal PlanDid notspendMore than1000€80...
Portuguese cruisers top 23 motivations to go on acruisePossibility to visit various destinations in one singletrip4,77Try ...
Portuguese cruisers top 23 motivations to go on a cruiseTo learn more 3,99Reputation/prestige of the cruise liner 3,79Soci...
4. Motivations, satisfaction levels and futureintentionsStaff’s Language skillsNavegabilityOtheraspectsAmenitiesFacilities...
Don’t know ProbablyFor sure4.2. Intention to repeat a cruise trip4. Motivations, satisfaction levels and futureintentionsM...
 Portuguese cruise tourists tend to book theirtrips in offline travel agencies more than threemonths before departure, ta...
 Do not usually spend more than 200€ on boardnor during visits onshore. Prefer Mediterranean cruises with a lengthbetwee...
 Scarce available data on Portuguese outboundcruise tourism. No previous studies encompassing thebehaviour of Portuguese...
Seia, 17th April 2013Consumer Behaviour of Maritime Cruise Tourists inPortugalJoão Pedro EstêvãoCRUSUST 2013Thank you for ...
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Consumer Behaviour of Maritime Cruise Tourists in portugal

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Consumer Behaviour of Maritime Cruise Tourists in portugal

  1. 1. Seia, 17th April 2013Consumer Behaviour ofMaritime Cruise Tourists inPortugalJoão Pedro Estêvãojestevao@ipg.ptCRUSUST 2013
  2. 2. SummaryIntroductionResearch goals and relevanceMain Results Social-demographic profile of respondents Travels’ characteristics Reservation choices Motivations, satisfaction levels and futureintentionsConclusionsStudy’s Limitations
  3. 3. Introduction• “The search for cruising experiences is one of the fastestgrowing tourism segments worldwide” (Cunha, 2011)• The Portuguese outbound cruise tourism market hasconsiderably grown in the last decades.• In 2011 a number of 31.808 passengers residing in Portugalhave departed from Portugal on a cruise ship travel,representing a growth of nearly 13% compared to the previousyear.• The Port of Lisbon clearly had the hegemony (26.000), followedby Funchal (5.000).• Leixões, Portimão and Azores held residual records.
  4. 4. Portuguese outboundmaritimecruise tourism (2010)Portuguese inboundmaritimecruise tourism (2010)53.000 passengers 970.000 internationalpassengersPortuguese Outbound Tourism (2011)Overnights of Portuguesenationals abroadNr. of Portuguese tourists abroad4.2 million 1.3 millionPortuguese Inbound Tourism (2011)Overnights of internationaltouristsNr. of international tourists26 million 7.4 millionIntroductionSource: Instituto Nacional de Estatística (2012)Source: Instituto Nacional de Estatística (2012)Source: Porto de Lisboa (2012)
  5. 5. IntroductionNumber of departures of Portuguese cruise passangers by harbour(2011)HarbourPassangersFunchal 5.059Leixões 140Lisboa 26.248Portimão 374Azores’harbours 57Total 31.878Azores’Harbours 0.2%Funchal(Madeira)16%Portimão1.2%Lisbon82%Leixões0.4%Source: Cruise Traffic Activities Report 2011Lisbon Port Authority, 2012
  6. 6. Research Goals andRelevanceStudy goals To study the Portuguese consumers of maritimecruises regarding their behavior before, during andafter the consumption of cruising experiences.Relevance First known attempt to systematically analyse thebehavior and consuming patterns of Portuguesemaritime cruisers. Practical marketing implications for agents operatingin the cruise industry may be drawn.
  7. 7. Methodology Web Survey using the snow ball technique (withrespondent driven sampling to avoid bias) for a period offive months, from 24th August 2012 to 25th February 2013; Eligible Respondents: Adults residing in Portugal who haveexperienced at least a maritime cruise travel. Total obtained questionnaires: 414; Valid answered questionnaires: 358 (86,4% of thesample); Four groups of questions contemplating: Social-demographic profile of respondents Travels’ characteristics Reservation choices Motivations, satisfaction levels and behavioral intentions
  8. 8. Main Results1. Social-demographic profile of respondents1.1. Ageor moreSingle Married Divorced CivilUnion1.3. Employment1.2. MaritalStatusRetiredStudentUnemployedEmployed
  9. 9. Main Results1. Social-demographic profile of respondents<2000€ 2000-3500€ 3501-5000€ 5001-8000€ >8000€1.4. Household MonthlyIncomePostgraduateUniv. GraduateHigh SchoolgraduatePrimary school1.5. Academic Qualifications
  10. 10. 52%26%10% 12%1 2 3 4 or more2.1. Cruise ship travelling experience (nr. of previous cruiMain Results2. Travels’ Characteristics<1 month 1 to 3 months 3 to 6 months 6 months to >1 year1 year2.2. Last cruise travelling experience
  11. 11. Main Results2. Travels’ Characteristicsousehold MembersOtherrelativesPartnerFriendsAlonefcndnnndn>2.3. Travellingcompanion2.4. Number ofChildren
  12. 12. Other meansRelatives and friendspecialised magazinesTravel agenciesSocial media, blogsInternet searchMain Results2. Travels’ Characteristics2.6. Cruiseliners chosen byrespondents2.5. Travel research/planningsourcessgsgsggsgsgs
  13. 13. sgsgsggsgsgsLisbon Portimão Funchal LeixõesHarbourabroad2.7. Respondents’ last harbor ofdeparture2.8. Reasons not to choose a Portuguese departureharborMain Results2. Travels’ CharacteristicsOther reasonsUnavailability of cruises in a particularperiodDesire to try other cruises only availableabroadLow attractiveness of cruises departing fromPortugalUnavailibility of cruises departing from PortugalBetter quality of ships/cruiseline companies abroadBetter priceNo cruises departing from Portugal visiting a certainhshshsssh
  14. 14. Med. Caribbean Canary Isl. N. Europe AtlanticOthergsgsgsgsg2.9. Last cruise’sdestination2.10. Last cruise’s lengthDirect bookingOnline travel agencyOffline travel agencyddddldl< 7 days 7 to 15 days > 15 daysdffdd2.11. Means used to bookcruise tripsMain Results2. Travels’ Characteristics
  15. 15. < 1 month2 weeks to1 month5 days to 2 weeks4 days to 1 week1 to 3 days< 3 months before2 to 3 months before1 to 2 months before15 days to 1 monthbeforeUntil 15 days beforekkddjdddd3.1. How long did yourdecision process take?3.2. Boking the cruise: Howmany days before the trip?Main Results3. Reservation Choices
  16. 16. Main Results3. Reservation ChoicesOver1500€1000€ to 1500€500€ to 1000€Less than 500€ffnfnfnfnn Did not spendOver 1000€801€ to 1000€601€ to 800€401€ to 600€201€ to 400€200€ or lessdhdh3.3. Amount paid for lastcruise (per person)3.4. Amount paid on board(per person)
  17. 17. Main Results3. Reservation ChoicesAllincludedFullBoardHalf BoardBreakfast3.6. Booked Meal PlanDid notspendMore than1000€801€-1000€601€-800€401€-600€201€-400€Until 200€3.5. Amount spent in visiteddestinations (per person)Llçºlºçlçlºçlºç
  18. 18. Portuguese cruisers top 23 motivations to go on acruisePossibility to visit various destinations in one singletrip4,77Try a new experience 4,53Escape the usual environment 4,48Get to know new cultures 4,41Onshore atmosphere 4,40For the maritime travel itself 4,36Onboard luxury and comfort 4,20Optimum price/perceive quality relation 4,18Diversity of cruise programmes 4,17Services included 4,17Entertainment and nightlife 4,15Travelling in a rarely used mode of transportation 4,07Characteristics/concept of the ship itself 4,05Main Results4. Motivations, satisfaction levels and future intentions
  19. 19. Portuguese cruisers top 23 motivations to go on a cruiseTo learn more 3,99Reputation/prestige of the cruise liner 3,79Social interaction 3,77Sharing experiences with friends 3,61Onboard food 3,60Spend more time with relatives 3,46Amenities and entertainment for children 3,31High status vacations 2,56“because my relatives asked me to” 2,25Main Results4. Motivations, satisfaction levels and future intentions
  20. 20. 4. Motivations, satisfaction levels and futureintentionsStaff’s Language skillsNavegabilityOtheraspectsAmenitiesFacilitiesSafetyActivities onboardVisited destinationsCosteffectivenessLandscapesFood &BeverageInternalapearanceAnimation & Nightlife StaffServices onboardMain Results4.1. Respondents’ satisfaction level
  21. 21. Don’t know ProbablyFor sure4.2. Intention to repeat a cruise trip4. Motivations, satisfaction levels and futureintentionsMain Results
  22. 22.  Portuguese cruise tourists tend to book theirtrips in offline travel agencies more than threemonths before departure, taking between one tothree days to decide which specific cruise totake. Typically choose cruises costing 500€ to 1000€,demonstrating this not a luxury product onlyaccessible to higher social classes. Usually travel with their partner, friends or household members.Conclusions
  23. 23.  Do not usually spend more than 200€ on boardnor during visits onshore. Prefer Mediterranean cruises with a lengthbetween 7 to 15 days, typically embarking inLisbon or Spain (mainly Barcelona). Show high levels of satisfaction with previouscruising experiences, intending to repeat themin the future.Conclusions
  24. 24.  Scarce available data on Portuguese outboundcruise tourism. No previous studies encompassing thebehaviour of Portuguese cruise tourists. Results may have been influenced by the acutefinancial crisis in Portugal at the time of theempirical study.Study’sLimitations
  25. 25. Seia, 17th April 2013Consumer Behaviour of Maritime Cruise Tourists inPortugalJoão Pedro EstêvãoCRUSUST 2013Thank you for yourattention!

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