Cruise passengers' satisfaction: Cartagena de Indias

Abstract

PurposeThe purpose of this paper is to explain the onshore satisfaction of cruise passengers, in the port of call of Cartagena de Indias.Design/methodology/approachA questionnaire was given to 1,361 passengers of 28 cruise ships during October and November of 2009, then factor analysis and cluster analysis were employed.FindingsThe results suggest that although visitors held a high overall satisfaction of the onshore experience, there are two dimensions that require the attention of tourist policy makers: the city infrastructure (traffic, noise, cleanliness and infrastructure) and the general shopping experience. In particular, the worst experience seems to be related to street vendors. Moreover, there is evidence that tourists from the USA are more exigent of being fully satisfied.Research limitations/implicationsThe survey was only conducted in the months of October and November. Future research can also include the repetition of the study in different seasons to compare results. The study shows that there is a good potential for the growth of tourism activity of the destination because over 52 per cent of the participants declared their intention of return to the city as land tourists and more than 60 per cent will recommend the destination to their friends.Originality/valueThe application of known methodologies to an emergent destination, in which many stakeholders are involved and concerned about cruise tourism evolution and its effects on the destination.