FESTIVAL CRUISES AS A HYBRID TOURISM FORMAT: AN EXPLORATORY TARGET GROUP ANALYSIS IN GERMANY

Abstract

This study addresses a notable research gap concerning festival cruises, a hybrid format largely unexplored scientifically, aiming to identify potential target groups and analyze their needs and expectations for successful long-term establishment. A quantitative-empirical research design with an explorative approach was employed, utilizing a standardized online questionnaire completed by 833 participants, with 579 interested individuals forming the basis for further analysis. Data analysis involved a Two-Step Cluster analysis to segment target groups based on socio-demographic and travel behavioral characteristics, followed by a success factor analysis using descriptive statistics and ABC analysis, differentiated by cluster. The results identified two distinct target segments: a younger, festival-affine, lower-income group without prior cruise experience (Cluster 1) and an older, comfort-oriented, higher-income group with extensive cruise and music festival experience (Cluster 2). Both clusters prioritize a fitting music genre, retreat areas, long restaurant opening hours, and an uncomplicated online booking process, while also identifying unsuitable music and financial aspects as key booking barriers. However, differences exist, with Cluster 1 emphasizing festival atmosphere and sustainability more, and Cluster 2 showing a slightly higher willingness for premium pricing. These findings indicate that festival cruises appeal to diverse segments with shared core requirements but also distinct preferences, necessitating differentiated offerings and communication strategies for successful market positioning.