Global and local pricing strategies in the cruise industry

The cruise industry has experienced steadily increasing growth in the recent years. The aim of this research is to identify the pricing strategies at global and local levels in the cruise industry. The methodology used is the analysis of some cruise websites, the creation of an extensive database in...

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Bibliographic Details
Published in:Journal of revenue and pricing management 2018-10, Vol.17 (5), p.329-340
Main Author: Espinet Rius, Josep Mª
Format: Article
Language:English
Subjects:
Business and Management
Cruise lines
Pricing policies
Research Article
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Summary:The cruise industry has experienced steadily increasing growth in the recent years. The aim of this research is to identify the pricing strategies at global and local levels in the cruise industry. The methodology used is the analysis of some cruise websites, the creation of an extensive database in order to build a hedonic model that enables the identification of marketing strategies, and interviews with professionals of the sector. The results show that this industry takes advantage of technologies that allow cruise companies to develop advanced pricing strategies, especially those related to the type of cabins, the date of departure of the cruise, the number of days between the date of booking and departure, the number of nights, the antiquity and the size of the ship, and the port of departure.
ISSN:1476-6930
1477-657X
DOI:10.1057/s41272-018-00155-5