Petrick, 2011); there has been no research into the loyalty programmes as to their effectiveness and relevance to the consumer.
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Aims and Objectives
Given the lack of research into this area the core aim of this management project is to assess the importance of loyalty programmes as the main determinant for consumers to choose a cruise company. The objectives are: 1. To assess the motivations for consumers on an online cruise forum to purchase a cruise holiday and the significance of loyalty programmes in their purchasing decision. 2. To consider the similarities and differences and benefits and earning mechanisms in cruise line loyalty programmes in different cruise lines. 3. To identify the aspects of loyalty programmes which are most important to the consumers.
The project will examine the literature of the cruise sector; its history, modern growth, current profile and its market segmentation and future growth potential. The loyalty schemes that the industry has adopted as part of its customer relationship management programmes will then be assessed against academic theory. Within these schemes the earning mechanisms as well as the benefits and rewards will be considered.
The rationale for this research was to examine cruise loyalty programmes, explore the effectiveness of the programmes, to assess the cruise passengers’ views and to identify their future requirements in these schemes. To achieve this, an online questionnaire survey was carried out using cruise forums and social networks. A total of 468 responses were analysed.
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