The Cruise Tourism Industry Is Often Characterized By The Diverse Amount Of Onboard Facilities And Services

1379 Words Jan 31st, 2016 null Page
Cruise tourism is often characterized by the diverse amount of onboard facilities and services, which are used to maximize passenger expenditures. Some of these onboard amenities include theatres, gyms, skating rinks, and rock climbing walls. Though these provide guests with a multitude of experiences, the core of the growth of the cruise tourism sector can be attributed largely to “standardization, simplification and homogenization” (Dehoorne & Petit-Charles, 2011, p. 3). Since the entrance of Chinese consumers to the market, however, the social aspect of cruising has differed significantly. The “shipscape”, or the way in which passengers interact with the environment on the vessel, essentially shapes their entire cruise experience (Kwortnik, 2008, p. 290). Typical North American consumers enjoy activities such as sunbathing, eating Western food, dressing up for formal evenings and embarking on independent excursions to cultural sites such as museums. However, the cruise tourism industry is experiencing a shift in the “shipscape” to better suit the needs of Chinese consumers. This is due to the distinctive traits of Chinese consumers that do not align with previously successful shipscape model, both in terms of wants and needs. Indeed, it is important that cruise lines adapt their offerings to suit the needs of this market segment. Some of the ways that Chinese cruisers differ from North American cruisers include their avoidance of the sun, their preference for authentic…

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