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Cruise travel attracted 9.5 million tourists in 2003. Yet, only 5–6% of the US population has cruised. Why are there not more cruisers? The primary purpose of this study was to document the factors associated with the decision not to take a cruise vacation. A secondary purpose was to explore how the concept of constraints negotiation may provide insight into the cruise travel decision-making process. Using qualitative interviews conducted with individuals who travel regularly for pleasure but who have either not cruised or have not cruised recently, we explored individual's travel histories. We focused on adaptive strategies used to negotiate intrapersonal, interpersonal, and structural constraints involved in pleasure travel in general and cruising in particular. Highlighting themes that emerged from the interviews, we drew attention to some of the limitations of the hierarchical constraints model. Finally, we suggested how travel agencies and cruise lines might increase the number of cruisers and provided directions for future study.
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