Are cruise lines’ recovery marketing strategies in the right direction? Evidence from a mixed-methods study

This study adopted a mixed-methods approach and aimed to assess the effectiveness of cruise lines' digital recovery marketing strategies. The qualitative study analyzes a total of 9134 Instagram posts from major U.S. cruise lines between 2017-2022, revealing shifts in marketing themes over time. The quantitative study surveys 304 American cruise travelers, identifying six motivation factors: self-esteem, recovery, relaxation, socialization, nostalgia, and novelty. While some alignment between social media themes and passenger motivations exists, discrepancies suggest room for improvement, particularly in addressing motivations like self-esteem and recovery. The findings offer practical insights for adapting social media campaigns to better resonate with customers' desires, enhancing the effectiveness of marketing strategies in the evolving cruise industry landscape.