Segmenting Cruise Passengers Visiting Uruguay: a Factor–Cluster Analysis



The study aims to provide a better understanding of cruise travel from passengers' characteristics and experience in two ports of call in Uruguay. A multivariate market segmentation analysis was used, on the basis of 5151 survey data collected during the 2008–2009 and 2009–2010 seasons. A correspondence analysis revealed the underlying latent factors in the set of variables. A hierarchical clustering from correspondence analysis segmented the sample into homogeneous groups. Finally, a decision tree highlighted the most predictive variables for each cluster. The study identifies distinct segments by country of residence, occupation, locations visited in Uruguay, satisfaction and previous visits to the country. Copyright © 2012 John Wiley & Sons, Ltd.