Factors influencing the cruisers in recommending onshore excursions in Gran Canaria

Abstract

This paper investigates which elements are the ones that most influence the cruise passenger to recommend the onshore excursions, offering relevant information that could help all stakeholders (cruise firms, local operators, politicians, etc.) to better design/adapt shore excursions to the expectations of the cruise passengers, increasing the positive impact of this activity in the destination. The latter is essential for the existence of a good harmony between the cruise ships visiting a destination and the population living there. To this aim, an ordered logit model was estimated using a sample of 1,059 questionnaires obtained during the period 2018–2020. The results have shown that cruise passengers are more likely to recommend the onshore excursions if their expectations regarding the excursion have been covered, they have perceived a good quality/price ratio and have had a satisfactory tour guide service. Moreover, the fact that the cruisers aged between 45 and 55 are less likely to recommend excursions could suggest that the design of existing excursions could be improved by being tailored by demographic characteristics (i.e., aged-oriented) or even by offering different alternatives for each group during the shore excursion when possible. The results could be useful to all stakeholders when designing excursions to increase the positive impact of this activity on the destination.