Representation of Cruise: Cruisers and Noncruisers Cross Views

The article demonstrates the interest in using social representations as a tool of analysis in the representation of cruise for cruisers and noncruisers. The main objective of this study is to identify and to compare social representations of cruise for these groups. The article is based on a review of the social representation theory literature. Using multiapproach methods focused on organizing principles, the results indicate some resemblance and many differences between both representations. Theoretical and managerial implications are discussed before the article concludes with limitations and directions for future research. Copyright (c) 2014 John Wiley & Sons, Ltd.