CHARACTERISTICS AND INTENTIONS OF CRUISE PASSENGERS TO RETURN TO THE CARIBBEAN FOR LAND-BASED VACATIONS

The cruise sector is the fastest growing area in tourism.In this sector, the Caribbean region continue to have the largest market share and tourism is a major driver of its' economy. It is therefore imperative for agencies in this region to have a good understanding of cruise passengers. Cruise passengers not only contribute directly to the economy during shore excursions but also represent a future revenue potential if they return for land-based vacations. This paper examined characteristics of cruise passengers, with focus of information sources and booking methods they used for their cruise vacation. It also explored some factors that are associated with cruise passengers' intentions to return for land-based vacations. Results from a survey of cruise passengers with an effective sample size of 314, were analyzed and implications for local tourism managers were discussed.