Page 51 - Asian Cruise Traveller Duty & Tax Free Retail

In addition to raising awareness, the focus for growing sales in the cruise channel among Asian travellers is to increase propensity to purchase. Purchasing behaviour will be driven by perceptions of the offer - improving perceptions of the channel experience, in terms of both the on-board and on-land offer, is key to increasing sales.
Our research shows that the overall perception of the cruise Duty / Tax Free retail channel is very positive, potentially due to the high rate of purchasing. In previous research we have found buyers to have a more positive outlook on service attributes compared to other shopper types. In addition, Chinese Mainland shoppers are much more positive about the channel than other nationality groups.
Despite this very positive outlook, there are several areas where perceptions are weaker and these should be the focus for improvement going forward. Although these areas are generally similar for both on-board and on-land stores, there are some areas where greater attention is required in one channel as opposed to the other.
Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.2 USER PERCEPTIONS
Purchasing behaviour will be driven by perceptions of the offer - improving perceptions of the channel experience is key to increasing sales
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