Cruise Passengers' Decision-Making Processes

While various models for understanding tourists' decision-making processes have been conceptualized (e.g., Crompton, 1992; Gursoy & McCleary, 2004; Huan & Beaman, 2003), few studies have attempted to examine them. The current study, guided by Crompton's choice set conceptualization, utilized qualitative methods (focus groups) to investigate the role of choice sets while examining the underlying reasons and social influences for passengers' cruise vacation choice. Findings of the study suggest the existence of two groups of cruisers: those who go through complex decision making and those who are brand loyal. Further theoretical and managerial implications were discussed.