Shore excursions of cruise destinations: Product categories, resource allocation, and regional differentiation

Xiaodong Sun, Robert Kwortnik, Meihua Xu, Yui yip Lau, Rongxin Ni

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


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.

Original languageEnglish
Article number100660
JournalJournal of Destination Marketing and Management
Publication statusPublished - Dec 2021


  • Content analysis
  • Cruise tourism
  • Ports of call
  • Shore excursions


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