BEHAVIORAL APPROXIMATION TO THE SHOPPING STANDARDS OF MALAGA’S CRUISE TOURISTS

Abstract

The cruise sector has recently become one of the leading and most competent subgroups among the international tourism market. The city of Malaga has experienced such empowering tendency itself and, consequently it has turned into a major port of stopovers and departures for cruises around the Mediterranean Sea. This new circumstance has been translated into a substantial opportunity for all kind of businesses around the city. The present study tends to analyze the shopping behaviour of the cruise tourists so as to draw a profile which determines their major characteristics. Data analysis was based on univariate and bivariate estimations where discriminant function and CHAID (Chi-Squared Automatic Interaction Decetion) modelling were the most fundamental tools of analysis.

The most influential variables related to the shopping behaviour of the cruise tourist came to be sex and age. Additionally, we observed that there exists a deeply connection in between catering and shopping activities.