Cruising in Asia: what can we dig from online cruiser reviews to understand their experience and satisfaction

ABSTRACT

In the e-tourism era, online customer reviews with pictures, textual comments, etc. have become a significant information source affecting customers’ purchase intention and behavior. Big data analytics with text mining, semantic network analysis and factor analysis, and regression analysis were applied to help understand cruiser experience and its relationship to cruiser satisfaction in the Asian cruise market through online cruiser reviews. Research results confirmed the dimensions of cruise experience from previous studies, while more importantly, “Onshore attributes” was explored in this study using the insight of big data, which was never investigated as a facet of cruise experience previously.

KEYWORDS:

• Cruise in Asia
• cruiser experience
• satisfaction
• online customer review
• big data analytics
• text mining
• semantic network analysis
• dummy variables
• social media

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This research was supported by Kyungsung University Grants in 2017 [grant number KSU-Grants2017].