TY - JOUR
T1 - Shore excursions of cruise destinations
T2 - Product categories, resource allocation, and regional differentiation
AU - Sun, Xiaodong
AU - Kwortnik, Robert
AU - Xu, Meihua
AU - Lau, Yui yip
AU - Ni, Rongxin
N1 - Publisher Copyright:
© 2021
PY - 2021/12
Y1 - 2021/12
N2 - Shore excursions are an important element of the leisure cruise product, reflecting the perceived attractiveness of a cruise itinerary and thus influencing the overall cruise experience. This research systematically explores characteristics of global cruise shore excursions using data collected from one of the world's largest cruise lines, Royal Caribbean International, which markets seven shore excursion categories and 3259 individual excursion products distributed in 458 cruise ports of call around the world. By using content analysis, word frequency analysis, and sematic network analysis, this study revealed a core-periphery structure of shore excursion categories and identified the relationship between shore excursions and relevant local resources (e.g., natural and cultural resources, tourist products, facilities, experiences, and activities). Additionally, means analysis and regression analysis highlight regional differentiation in terms of type, positioning or image, duration, and price of cruise excursions. Findings suggest that destinations which use the research methodology applied here can identify critical local resources needed for shore excursion products that will meet cruise line demand and satisfy cruise passengers.
AB - Shore excursions are an important element of the leisure cruise product, reflecting the perceived attractiveness of a cruise itinerary and thus influencing the overall cruise experience. This research systematically explores characteristics of global cruise shore excursions using data collected from one of the world's largest cruise lines, Royal Caribbean International, which markets seven shore excursion categories and 3259 individual excursion products distributed in 458 cruise ports of call around the world. By using content analysis, word frequency analysis, and sematic network analysis, this study revealed a core-periphery structure of shore excursion categories and identified the relationship between shore excursions and relevant local resources (e.g., natural and cultural resources, tourist products, facilities, experiences, and activities). Additionally, means analysis and regression analysis highlight regional differentiation in terms of type, positioning or image, duration, and price of cruise excursions. Findings suggest that destinations which use the research methodology applied here can identify critical local resources needed for shore excursion products that will meet cruise line demand and satisfy cruise passengers.
KW - Content analysis
KW - Cruise tourism
KW - Ports of call
KW - Shore excursions
UR - http://www.scopus.com/inward/record.url?scp=85113501603&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/b61cc617-a619-3a92-b2f3-48c0b1b0aa5c/
U2 - 10.1016/j.jdmm.2021.100660
DO - 10.1016/j.jdmm.2021.100660
M3 - Article
AN - SCOPUS:85113501603
SN - 2212-571X
VL - 22
JO - Journal of Destination Marketing and Management
JF - Journal of Destination Marketing and Management
M1 - 100660
ER -