Cruise Tourism



The main purpose of this study is to examine the factors that satisfy cruise tourism customers (passengers) on different on- board facilities and thus result in repurchasing and recommending others. In addition, this study aims at examining whether there are differences between gender and satisfaction ratings of the on- board services and facilities. A review of previous studies such as a Zhang, Ye, Song and Liu (2015) and Gargano and Grasso (2016) was done. A brief discussion on research methods and designs was made to indicate strategies and methods of data collection and analysis used in the study. A section on results and findings was made to indicate the demographic profiles of the respondents, t- tests and correlations to answer the research questions. Cruise tourism has experience higher rapid growth than other forms of tourism and thus it is important to understand the satisfaction levels of customers towards on- board services and facilities.




2230THS Interpreting Tourism Management Information Quantitative Report
Due: Friday 28 th September10.00am
Assignment background
Cruise tourism has enjoyed more rapid growth than any other form of tourism (Henthorne, 2000).
However, to continue to attract customers, cruise ship operators are interested in the satisfaction of
passengers on various on-board services and facilities. Cruise operators understand that satisfied
customers are more likely to repurchase cruise products and services and recommend cruising to
others. In addition, cruise ship operators want to know if differences exist between gender on the
satisfaction ratings of these on-board services and facilities. In particular, cruise ship operators want
to develop understanding of:
(1) the demographic profile of passengers,
(2) descriptive statistics for each of the main on-board services and facilities for the total sample, male
sample and female sample,
(3) whether the satisfaction of on-board services and facilities for male and female passengers are
significantly different, and
(4) whether the overall satisfaction of the cruise ship experience is correlated with males' and females'
intention to recommend a cruise to others.
To complete the assignment you are required to:
– Write a brief literature review (300-500 words) on the satisfaction of passengers for on-board cruise
products and services. A minimum of six academic references must be used. Following the literature
review, research questions are to be developed that frame the analysis that follows.
– Write a brief method section, which outlines the analysis procedures used and provides an outline of
quantitative research.
– Present a demographic profile of cruise passengers who provide satisfaction ratings of on-board
cruise services and facilities in the form of a frequency table including each of the demographic
variables captured.
– Present a table containing the means and standard deviation values for each of the on-board products
and services provided in the data sheet, as well as the overall satisfaction rating of customers for
their on-board cruise experience and their intention to recommend cruising to others – for males,
females and the whole sample.
– Conduct t-tests to examine whether there are any significant differences in the satisfaction ratings of
each of the on-board services and facilities, between female and male passengers (this analysis should
be included in the table with the means).
– Conduct three correlations to examine the strength of the relationship between the overall
satisfaction of the on-board cruise experience and intention to recommend to others for the total
sample, male customers, and female customers. Correlations (r =) should be presented in the text of
the report, not in a table.
Students will receive clear guidance on the completion of each stage of the analysis in tutorials
between weeks 7-12. Further details on this assignment can be obtained from the data file
(questionnaire, etc.) and the marking guidelines found in the course’s learning@griffith site.

Report Format
Style Requirements:
– Size 12, Times New Roman font with 1.5 line spacing.
– Remember an evaluation report is succinct and to the point. Make sure everything you write
is meaningful. Succinct writing is much better than taking many words to explain what you
mean. Spend effort in proofreading your writing for basic grammar and referencing errors
before you submit.
Report outline:
The report should be of a professional evaluative style that would be easily understandable to the
cruise operators.
The quantitative report should contain the following headings:
The Introduction should include a brief overview of the study and what quantitative research involves.
This could include a brief description of the following:
– What the purpose of the report is.
– What you have done, how you did it, and why you did it.
– Why the study is important.
Literature Review:
A 300-500 word literature review describing the satisfaction of passengers for on-board cruise
products and services using a minimum of six academic references.
Research Questions:
Students should list their research questions that emerge from the literature review.
(1) What is the demographic profile of all cruise passengers?
(2) Which main on-board services and facilities are the cruise passengers most satisfied and least
satisfied with?
(3) Are the satisfaction of on-board services and facilities for male and female passengers
significantly different?
(4) Is the overall satisfaction of the cruise ship experience correlated with males' and females'
intention to recommend a cruise to others?
Research Methods:
What was the research design? How was the data collected and analysed? Who was it collected from?
What was found (what came from the analysis)? A description/report including the tables (described
above) that will help explain results. The presentation of tables for the report will be covered in
computer lab sessions.
The conclusion should follow logically from the analysis, not just repeat the analysis but restate the
problem and apply research outcomes to the problem. Comparisons must be made between findings
from this study and those discussed in the literature review.
What might cruise operators do to improve passenger experiences based on the major findings of this
study that were discussed in the Results section.
e.g. "It is recommended that:
1. ……………..
2. ……………..

3. ……………..

Reference List
Henthorne, T.L. (2000). An analysis of expenditures by cruise ship passengers in Jamaica. Journal
of Travel Research, 38, 246–250.