A Classification and Regression Tree (CART) to Analyse Cruisers’ Expenditure Pattern and Perception in a Port of Call

14 Pages Posted: 27 Aug 2010

See all articles by Juan Gabriel Brida

Juan Gabriel Brida

Universidad de la República

Manuela Pulina

University of Sassari - Faculty of Economics (DEIR) - CRENoS; Economic Research Centre North South (CRENOS)

Eugenia Maria Miranda Riaño

Free University of Bolzano

Sandra Zapata-Aguirre

Universidad de la República; Universidad de la Republica - Facultad de Ciencias Económicas y de Administración; Universidad de la Republica

Date Written: August 26, 2010

Abstract

This study analyses cruise visitors’ perceptions in a port-of-call. The empirical data were collected via a survey in Cartagena de Indias (Colombia) during 2009. A high quality and an original database was obtained for such a niche of economy activity. The novelty of this paper consists of a few methodological enhancements. First, a hierarchical cluster analysis, based on the results of a correspondence analysis and two stopping rules, has robustly demonstrated the existence of six different clusters. Second, a CART is used to identify which variables are better predictors to classify individuals in the different clusters. The empirical findings imply several policy directions for each of the clusters. Specifically, institutions intervention should enhance security in Cartagena to guarantee inland repeated visits; an ad hoc marketing policy may encourage revisit by young South American customers; destination managers should extend the inland visiting time that is likely to produce local multiplier effects.

Keywords: Cruise, Customer Segmentation, Hierarchical Cluster, CART, Policy Implications

JEL Classification: C19, D12 , L83.

Suggested Citation

Brida, Juan Gabriel and Pulina, Manuela and Riaño, Eugenia Maria Miranda and Zapata-Aguirre, Sandra, A Classification and Regression Tree (CART) to Analyse Cruisers’ Expenditure Pattern and Perception in a Port of Call (August 26, 2010). Available at SSRN: https://ssrn.com/abstract=1666225 or http://dx.doi.org/10.2139/ssrn.1666225

Juan Gabriel Brida (Contact Author)

Universidad de la República ( email )

Av. 18 de Julio
Montevideo, 1968
Uruguay

Manuela Pulina

University of Sassari - Faculty of Economics (DEIR) - CRENoS ( email )

Via Torre Tonda
Sassari, SS 07100
Italy

Economic Research Centre North South (CRENOS) ( email )

Via Torre Tonda 34
Sassari
Italy

Eugenia Maria Miranda Riaño

Free University of Bolzano ( email )

Italy

Sandra Zapata-Aguirre

Universidad de la República

Av. Cachimba del Rey Esq. Bvar. Artigas
Maldonado, Maldonado 20000
Uruguay
+5984225 5326 (Phone)

HOME PAGE: http://https://www.cure.edu.uy/

Universidad de la Republica - Facultad de Ciencias Económicas y de Administración ( email )

Gonzalo Ramirez 1926
Montevideo, 11200
Uruguay

Universidad de la Republica ( email )

Gonzalo Ramirez 1926
Montevideo, 11200
Uruguay

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