Abstract

This study fills the gap in literature pertaining to consumer perceptions of cruise line sustainability. Based on Fishbein and Aijzen’s theory, this study examines attitudes and perceptions of cruise line consumers. The quantitative instrument was developed, tested, and uploaded to online cruise forums. Participants were asked about cruise history, cruise preferences, general perceptions of sustainability, and cruise line sustainability. Using statistical software, data were analyzed and various groups compared. Results showed that cruising history, gender, and age were correlated to perceptions of sustainability. However, the main motives for choosing one line over another were cost, itinerary, and cuisine.