Delivered by Ingenta to: University of Queensland - St Lucia IP: 130.102.42.98 On: Mon, 10 Apr 2017 22:01:31 Article(s) and/or figure(s) cannot be used for resale. Please use proper citation format when citing this article including the DOI, publisher reference, volume number and page location. Tourism Analysis, Vol. 22, pp. 99–103 1083-5423/17 $60.00 + .00 Printed in the USA. All rights reserved. DOI: https://doi.org/10.3727/108354217X14828625279898 Copyright Ó 2017 Cognizant, LLC. E-ISSN 1943-3999 www.cognizantcommunication.com 99 Address correspondence to Renuka Mahadevan, School of Economics, The University of Queensland, Level 6, Colin Clark Building (39), Brisbane, Queensland 4072, Australia. E-mail: r.mahadevan@uq.edu.au their motivational considerations, differences in perceived value of cruises, differences in age cohorts, and their vocational attributes (see Brida, Scuderi, & Seijas, 2014; Hung & Pertick, 2011; Jones, 2011). Whereas Park and Petrick (2009) as well as Yarnal, Kerstetter, and Yen (2005) explained why there are not more people who cruise, Brida, Pulina, Riano, and Zappata-Aguire (2012) as well as Gabe, Lynch, and McConnon (2006) considered factors affecting visit intention to the destination they have cruised before but as a land tourist. How- ever, Brida and Risso (2010) as well as Silvestre, Santos, and Ramalho (2008) analyzed the attractive- ness of the same destination to cruisers. Although Introduction Although revisit behavior/repurchase intent has long been researched in tourism and marketing, here the cruise industry is examined to understand the factors influencing people’s intention to cruise again because this industry is relatively young and remains understudied (Hur & Adler, 2013). In addi- tion, a case study on Australian cruisers is over- due because Australia is the fifth highest source of cruise passengers in the world (Business Research and Economic Advisors, 2014). A review of the literature on cruising shows that why people cruised has been examined based on RESEARCH NOTE VACATIONING AT SEA AGAIN: WHO AND WHY? RENUKA MAHADEVAN School of Economics, The University of Queensland, Brisbane, Queensland, Australia This article analyzes the factors influencing the intention to cruise again, comparing male and female cruisers as well as first-timers and repeat cruisers. A case study on Australian cruisers revealed the need for a targeted marketing approach and some similarities toward a more general advertising effort. Contrary to previous studies, brand loyalty to cruise line is found to be less important than cruise destination. However, men—unlike women—were influenced by a cruise recommended by others and interesting ports of calls, whereas women valued cruise experience over cruise destina- tion. Among first-timers, women were more likely to cruise again; however, to attract repeat cruisers, there needs to be a deeper understanding of preferences underlying a good cruise experience. Key words: First-timers; Repeat cruisers; Gender; Ordered probit regression