An Exploration into the Rising Popularity of Cruise Tourism amongst British Tourists over the Last Ten Years
Cardiff Metropolitan University
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This dissertation aimed to investigate why the popularity of cruise tourism has risen amongst British tourists over the last ten years. In order to achieve this aim, primary research was undertaken in the form of quantitative and qualitative research. This involved the issue of 100 questionnaires in order to obtain a generalised opinion on the subject of cruise tourism and was accompanied by four semi-structured interviews to gain a deeper insight into the opinions of cruise tourists on specific topic area, such as motivation for cruising. Secondary research was also employed to discover the extent to which cruise tourism has risen in popularity over the last ten years. The study began with an introduction to cruise tourism and background to the topic. This chapter also included rationale for the study being undertaken and the objectives of the project. This was followed by an in-depth literature review which compared, contrasted and criticised current literature that exists on the topic of cruise tourism. This acted as a foundation for the results of the project. Following this, a justification of the research methods employed was provided, succeeded by the results of the study and a conclusion chapter, including key findings and recommendations for future research. The main findings of this dissertation were that the popularity of cruise tourism is constantly increasing, with a large percentage of this growth occurring in the past five years. This increasing popularity is attributed to the motivation of tourists to partake in a cruise, of which first time and frequent cruisers have differing motivations, and perceiving value and satisfaction of these motivational elements; perceived value and satisfaction leads to repurchase intention. There is not a definitive cruise tourist profile due to the diversified products that are now offered, resulting in rising popularity. Royal Caribbean and Carnival Corporation are market leaders within the industry in terms of popularity.
BA (Hons) International Tourism Management
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