Profiling cruise passengers in a Mediterranean port-of-call

This study profiles cruise passengers based on their perceived satisfaction with their experience. Exploratory factor analysis (EFA) and K-means Cluster Analysis were applied to a sample of 419 cruise passengers interviewed in the period March–April 2013 at the port-of-call of Messina (Italy). The main factors that influenced destination satisfaction were: onshore shopping experience, transportation and tourist services, security perceptions, port-related factors, length of stay, and aesthetic perceptions of the destination. Furthermore, two clusters were identified: “independent passengers” and “organized passengers”. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.