This paper investigates the factors influencing cruise passengers' perception of value for money, using approximately 100,000 online reviews. Content analysis, regression analysis, and multi-group comparisons were employed to analyze the impact of ship attributes and onboard/onshore experiences on perceived value. Results show that various experiential attributes (embarkation, cabin, dining, entertainment, service, fitness, activities, public rooms, and shore excursions) significantly affect perceived value. However, the influence of physical attributes (ship size and launch year) differs across market segments (standard, premium, and luxury). Luxury cruises show less sensitivity to ship size and launch year compared to standard and premium cruises. The findings offer valuable insights for cruise companies to optimize product attributes and enhance customer satisfaction based on market positioning.

Yue Jiao, Yui-yip Lau, Jing Gao