Marketing research and revenue optimization for the cruise industry: A concise review |
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| Authors: | Xiaodong Sun Yue Jiao Peng Tian |
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| Institution: | 1. Department of Tourism, East China Normal University, Shanghai, China;2. Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai, China;3. Business School, University of Shanghai for Science and Technology, Shanghai, China |
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| Abstract: | This paper presents a concise review of the cruise industry mainly from marketing research and revenue optimization prospects. In recent years, the cruise industry has experienced an exciting growth. However, as one of the fastest growing and most profitable categories in the entire leisure market, this industry has hardly received any research attention. Given the limited academic articles, this paper presents a concise review about this budding research topic. First of all, a discussion about global cruise industry is conducted. Then, academic studies of the cruise industry on general marketing research, revenue management, itinerary design/optimization, optimal market segmentation, demand infiltration and economic issues are reviewed. Finally, some promising directions for future research are presented. |
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| Keywords: | Cruise lines The cruise industry Revenue management Cruise line revenue management (CLRM) Revenue optimization |
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