Academic journal article Journal of Tourism Challenges and Trends

Demonstrational Analysis on Consumers' Consciousness of Cruise Culture

Academic journal article Journal of Tourism Challenges and Trends

Demonstrational Analysis on Consumers' Consciousness of Cruise Culture

Article excerpt


In recent years, many coastal cities in China have regarded cruise economy as an important way to grow regions' economy and upgrade industrial structure. However, conflicts between the increasing number of domestic ports and the low awareness of cruise culture have made it difficult to improve the demands of consumers. Therefore, this research aims to explore how the awareness of Cruise Culture affects consumer behavior.

Carrying out this research, we provide some theoretical background for China's cruise market, for the international study of cruise tourists' behavior and cruise culture. The most recent studies on cruise tourism in China have been developed by Sun and Feng (2012), Sun et al. (2014), Xu (2013), Zhankun et al. (2012). On one hand, the literature review section in our paper provides an important reference about cruise market development, management, and other areas of the cruise services for government departments and the cruise industry. On the other hand, it shows that through cultivating cruise culture, Shanghai can be the experimental zone of China's cruise tourism development and even a world famous tourist city.

Literature review Cruise culture

Culture is a complex and multi-layered structure. In addition to the theoretical form of social concepts, it also includes social psychology, lifestyle, behavior, ways of thinking, customs, aesthetics, and other non-rational and not completely rational parts (Economist, 2010).

There are many kinds of service-based cultures, such as the "food culture", the "sports culture" or " fine arts culture". Sport as a social and cultural phenomenon, as well as a social behavior should also be listed in the cultural study list. For instance, evaluating the current situation of the physical fitness of Chinese students research shows a falling down for the past 20 years. An investigation on "sunshine sports for young students" has been conducted. We all know that the sunshine sports not only focus on sports, but also stress the sunshine spirit and culture. Through sports, adults can receive both stronger constitution and optimistic attitude.

Cultural connotations of sunshine sports are mainly reflected in the following aspects:

Leisure. While teenagers are engaged in sporting activities, their minds and bodies are in a completely relaxed state; they are subject just to an experience and game state. This fosters their healthy lifestyle.

Awareness of the subject. Students feel that physical activities are governed by their own will; they reflect their own interests and true expression of need. It is a process during which they are completely able to express themselves.

Humanistic spirit. Sports meet youth recreation and entertainment needs. They get feelings of beauty and soundly experience individuality. It is also associated with caring for human nature, meeting human needs, and the needs of life.

Above all, sunshine sports reflect culture from three aspects: leisure, cognition and spirit. So we just image that cruise tourism also can reflect some culture of its customers. Cruise ships are often called hotels on sea. Therefore hotel culture is, to some extent, similar to the cruise culture. The hotel culture refers to the hotel theme design positioning and long-term customer service processes, the combined effect of the external architectural features, products and service types, management systems and corporate values. They all determine the hotel under a more continuous cultural phenomenon.

Therefore, based on the characteristics of "sports culture" and "hotel culture", considering the history of the cruise industry and its features of globalization, We believe that cruise culture refers to the values and behaviors on cruise ships, meaning and conduct norms, widely accepted by the international community in this context. The types of cruise culture include main cruise cultures (such as honorable, luxurious and experience) and cruise subculture (like lottery, adventure and so on). …

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