Sailing Through Themes: A Cruise Tourist's Perspective : A Qualitative Study on the Impact of Themed Cruisescapes on Tourist Experiences

Sammanfattning

The cruise sector, despite being a niche in the tourism industry, stands out as one of the fastest-growing segments. The ‘cruisescape’ refers to the physical environment and atmosphere on a cruise ship, including elements such as interior design, services and interactions, all of which impact the sensory experience of cruise tourists. Theming plays a significant role in shaping and enhancing the tourist experience within this cruisescape. It has become a central aspect of tourism and consumption, significantly influencing experiences and choices in these domains. This study investigated the impact of theming on cruise ship experiences through deductive reasoning, employing a qualitative approach.The research involved conducting eleven semi-structured interviews with cruise ship tourists. Following a thematic analysis, the study aimed at uncovering patterns and themes within the collected data. Four distinct themes were found within the context of themed experiences on cruise ships: (1) Ever-changing Environment, (2) Perception of Authenticity, (3) Interaction and (4) Multisensory Stimulation. From these four identified themes, three fundamental contributors emerged that significantly influence the cruise ship experience- the themed cruisescape, guests themselves and onboard crew members. The findings offer valuable insights into how the cruisescape, guests, and onboard crew members contribute to shaping the experiences of cruise tourists. Despite the commonalities found in the study’s outcomes, it is crucial to acknowledge the limitation of not generalizing the results to the entire population. Therefore, further investigations will contribute to a better understanding of themed cruisescapes and tourist experiences, allowing for a judgment about whether the results obtained from the research can be generalized or considered valid for a specific set of circumstances.