Global and local pricing strategies in the cruise industry
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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.
KeywordsCruising Hedonic methodology Pricing strategies Revenue management
The author wants to acknowledge the helpful collaboration and support in the development of this research from Xavier Asencio, Marc Miquel, Ariadna Gassiot and Gethyn Rees.
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