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A family of three pays a premium to upgrade to Concierge Class cabins for a cruise vacation. After setting sail, they decide to add a shore excursion (sight-seeing option) to their vacation package. Upon making their way to the Concierge Desk, they are told that excursions are an “add-on” service provided by a third party company. The family felt that the butler service provided for Concierge Class passengers had overlooked sharing this information. The misunderstanding results in dissatisfaction with the premium Concierge services as well as the whole vacation experience. What should the cruise line company do?

This study aims to develop a comprehensive framework for assessing servicescape of cruise tourism and provides practical suggestions to improve the perception of Chinese tourists toward cruise servicescape.

A multistage mixed-method design was used in the sequence of in-depth interviews (n = 18), expert panel (n = 5), on-site survey (n = 317) and online survey (n = 300). Grounded theory, exploratory factor analysis and confirmatory factor analysis were used to assess cruise tourism servicescape.

The cruise tourism servicescape construct was identified with six dimensions: facilities and décor, natural scenery, onshore excursions, onboard entertainment, social interactions and dining services. These dimensions were in the order of importance, as perceived by Chinese tourists.

Cruise lines operating large ships can be more attractive to Chinese consumers than luxury cruise lines operating smaller vessels. Cruise operators can enhance perceived servicescape by integrating natural and built environments, such as air, sea and on-shore tours. Services provided by foreign crew members may serve as a strong selling point for Chinese tourists. Consumer-to-consumer activities may be introduced into the Chinese market. Cruise operators may also provide quality meal service in terms of variety, quality and flexibility.

Considering that minimal research has been conducted on cruise servicescape scale development, this study serves as the first empirical research effort in this regard. The findings also identify the specific needs of Chinese tourists, which is a fast-growing market in the cruise industry.

The purpose of this paper is an archival study of images taken from cruise brochures available in New Zealand from the late twentieth century and early twenty-first century. The investigation adds to previous work undertaken on cruise ship posters and to the discussion surrounding how cruise lines motivated customers to purchase a cruise.

An archival approach was taken. The aim of the research is to explain how images used in the brochures have their origin in the mid-twentieth century concept of motivational research. In doing so, the work of Veblen (1899), Lazarsfeld (1935) and Packard (1957, 1959) are used as a foundation to illustrate how more recent commentators, such as Gad (2016) and Jamieson (1983), can be evoked.

Analysis of the images presented builds upon previous work done on cruise ship posters. Previous examinations used mid-twentieth century posters to show how the ship was slowly being eroded. The current work illustrates how the brochure evolved to entice consumers to purchase. Analysis of the images suggests that motivational theory is alive and well within the cruise industry.

This study is constructed around the archival holding of the National Maritime Museum of New Zealand. As such, the study does not include information that does not form part of this holding.

New Zealand underwent large structural, economic and social change between 1984 and 2000. During that time, there was growth of income inequity. This provided some with greater disposable income for leisure and travel. While the following survey concerns cruise ship brochures, an examination of airline, resort and hotel advertising may be worthy of a companion study.

The cruise ship brochure available to New Zealand customers in the last quarter of the twentieth century demonstrated the ship is not centre stage. In this regard, the following work adds to previous work conducted using posters and an understanding of the evolution of cruise ship advertising in emergent modern markets.

This paper aims to identify the drivers that explain loyalty behavior in cruise tourism with the aim of achieving a better understanding of repeat cruisers’ intentions to sail on the same ship or on another ship belonging to the same cruise line or cruise corporation.

Based on over 150,000 online reviews about their satisfaction and experience posted by cruisers using so-called electronic Word of Mouth (e-WOM), the authors apply both a graphic and an econometric technique through input-output circular plots and discrete choice models.

The main results show that cruisers’ behavior is influenced by multiple onboard attributes, such as the service crew, entertainment options, type of cabin, some characteristics of the ship (age, capacity) and the cruise line (Premium-Luxury versus mainstream), and, specifically, the quality and variety of the gastronomic experience.

The results highlight that repeats cruisers are predominantly linked to a cruise company or a cruise corporation rather than a particular ship. This result provides information on the moderators that can influence the customers’ repetition behavior, which might be useful for planning revenue management and extending knowledge on hospitality loyalty in general and in the cruise industry in particular, specifically under the current uncertainty due to the COVID-19 pandemic.

The previous literature has essentially examined revisit intentions in the cruise market from a qualitative approach and the authors have found no study to date that has simultaneously addressed this issue in three dimensions, namely, ship, cruise line and cruise corporation. The research fills this gap by determining the reasons why passengers would repeat a cruise either on the same ship, with the same cruise line or the same cruise corporation based on previous experience.

In the face of newly industrialised nations, there is the tendency that there will be a shift or redirect of tourists from old tourism destinations to the newly industrialised ones. While there has been a consistent growth in cruising to the Caribbean, the question is whether the growth in cruise ship calls and increase in cruise passenger arrivals to the Caribbean translate into greater development for the region ' s stakeholders or whether this just creates increased profits for the cruise lines, and whether there will be a shift from the Caribbean to the newly industrialised nation in years to come. This paper seeks to address these issues.

This research employed mixed methods approach to answer the research question. The nature of the question and data necessary to answer the question led to the choice of qualitative and quantitative techniques.

The findings from this research will, hopefully, serve as a guide for Caribbean nations to develop a better strategy to cope with the cruise tourism industry; an approach based more along the lines of inter-island collaboration as opposed to competition.

Lack of ample data on cruise tourism in the Caribbean was one of the limitations of the study. Another drawback involved the high level of secrecy which surrounds the industry and the unwillingness of cruise lines and their associates to provide access to operational data, which they regard as confidential.

The Caribbean, particularly Caribbean governments, will benefit from a greater understanding of the power relations among the cruise tourism stakeholder chain and the profile of costs and benefits associated with the industry. Over the years, the Caribbean has relied solely on the economic impact surveys produced by Florida Caribbean Cruise Association (FCCA) and Cruise Lines International Association (CLIA), both of whom represent the cruise lines, in order to make projections and development plans for the industry.

The purpose of this paper is to explore the introduction of cruise ship tourism into historic urban centers, and the mitigation policies that can be implemented to encourage sustainable development of this relationship.

The paper focuses on the unique aspects of cruise tourism that differentiate it from other forms of mass tourism. Using the specific example of Charleston, South Carolina, it explores the difficulties that cruise tourism present to local residents and policymakers. It looks at different mitigation policies that have previously been implemented in cruise destinations around the world, and analyzes which have been the most effective.

Cruise ship tourism is the fastest growing segment of the tourism industry, and it is an issue that many coastal heritage destinations will soon face. Uncontrolled tourism from cruise ships is unsustainable, and strong government intervention is needed to maintain heritage cities.

This paper provides compelling evidence that cruise ship tourism presents an immediate threat to sustainable tourism in urban heritage centers, and provides policy recommendations for lawmakers.

The purpose of this paper is to analyse Cunard’s marketing communications during a period of significant social and economic change. The intention is to show, firstly, how the company sought to meet and influence potential passengers’ understanding of their travel needs and, secondly, how these would be met.

The companies’ marketing communications are analysed using Maslow’s hierarchy. This is a well known descriptor of human needs.

Beyond a description and review of Cunard’s advertising, Maslow’s model of needs is shown to provide a rationale to the company’s approach. In particular, it gives an understanding of the continued, though changing, use of images of the ship to meet the needs of different cohorts of passengers. It shows how carefully constructed images in both word and picture assuaged passengers’ concerns over social needs and how the company promised to meet the highest needs, whether that be for the holiday maker or the emigrant.

During much of the period under discussion, much of the advertising design work was done in house. Though none of these files have survived, other sources of information (for example, house magazines and internal correspondence) provide an understanding of Cunard’s attitude to its customers and the business opportunities it saw in a changing market. Where specific dates for documents are not available, a chronology of ship building and use has been applied.

This paper shows how a well-established model can be used in a different way, adding to the understanding of a company adapting to changing social and economic conditions.

To the best of author’s knowledge, this is the first time that Maslow’s hierarchy has been used explicitly as a tool to analyse marketing and advertising material. Though the existing literature includes some discussion of shipping line posters visual content, there is little further discussion of their content or purpose in a changing social context. This paper provides a more structured analytical view.

The purpose of this study is to examine the need for training and re-certification of crew for the pandemic-related new normal and for a more sustainable cruise tourism industry.

A qualitative method was adopted for this study using a case study research design. The target group was technical and hospitality workers. The semi-structured interview guide was administered through Google Forms, and eight respondents were selected using a purposive sampling technique.

The study revealed that job losses have occurred among Caribbean nationals, and this is influencing lifestyle practices and family spending power. Further, many workers experienced confinement onboard because of the pandemic, which gave rise to mental health issues. Given this, re-certification and training of technical and hospitality staff in mental wellness is viewed as important in the context of the pandemic-related new normal.

This study points to relevant training to deal with the pandemic now and in the future. The article has some implications for maritime training institutions that may need to reassess their curriculum to meet future challenges.

Stakeholders of crew shipping companies, agencies and businesses can gain a greater appreciation of the safety measures needed to protect passengers as well as crew.

The study provides a review of the experiences of cruise tourism staff during the coronavirus disease 2019 (COVID-19) pandemic.

Artificial Intelligence (AI) has revolutionised the tourism industry, offering personalised experiences and streamlining operations. AI provides customised recommendations for travellers through data analysis and machine learning, making their journeys more meaningful. It has also improved efficiency through automated processes, chatbots and enhanced security measures. AI's ability to analyse large volumes of data enables tourism organisations to make data-driven decisions and target their marketing strategies effectively. One of the most notable contributions of AI in tourism is its ability to offer personalised recommendations. By analysing vast travel history, preferences and online behaviour, AI systems can provide tailored suggestions for destinations, accommodations, activities and dining options. This level of customisation enhances the overall travel experience, making it more relevant and satisfying for individual travellers. AI has also greatly improved operational efficiency within the tourism sector. Chatbots, powered by natural language processing, are increasingly being deployed by hotels, airlines and travel agencies to provide instant customer support and assistance. These chatbots can answer queries, offer recommendations and handle booking processes, reducing waiting times and enhancing customer satisfaction. In addition, facial recognition technology allows for quick and accurate identity verification at airports, hotels and other travel-related facilities. This improves security and provides travellers with a seamless and efficient experience. As technology advances, we expect AI to play a more prominent role in augmented reality, voice recognition and virtual assistants, further enhancing the travel experience and facilitating seamless interactions. In conclusion, AI has transformed the tourism industry by providing personalised recommendations, improving operational efficiency, enhancing security measures and enabling data-driven destination management.

The cruise industry has been significantly impacted as a result of Covid-19. Some cruise lines have downsized, and many have cancelled ship orders while some vessels have been put on retainers. It is still uncertain how long this situation will continue. Even when cruise lines resume their services, the uptake is likely to be gradual because many traditional and potential cruisers may still be reluctant to travel because of the fear of contracting the disease. In addition, an enormous amount of money and time will be required to overhaul ships, re-plan service processes, re-certify crew and develop a new normal for how cruise businesses operate. An analysis of these issues forms the primary purpose of this study.

A qualitative approach was used to gather data and this was augmented by the personal industry experiences of the authors.

Steady growth in the cruise industry came to an end during the last two years due to the unanticipated impact of the pandemic. SARS, Ebola and other diseases were much less significant in comparison. Many Caribbean islands have recently upgraded their ports to accommodate mega cruise ships as tourism is the main source of income for these islands. These investments run to millions of US dollars and as yet, there are no indications as to when the industry will recover.

Access to industry experts was not as broad-ranging as anticipated due to time pressures and the fact that it is difficult to schedule interviews by telephone or webinar with busy practitioners.

The pandemic will continue to impact the people of the Caribbean economically and socially, because of their dependence on tourism and especially cruise businesses.

The gradual re-entry of cruise operations represents a fourth phase in the development of the industry. This juncture is the most critical phase because of the many opinions surrounding vaccination. Cruising is unlike land-based tourism assets where a rapid reactive response is easier to facilitate. A health crisis at sea can have disastrous consequences, especially for small islands with limited facilities to deal with critical Covid-19 infections.