Onboard activity choice of Chinese cruise tourists

Abstract

Purpose The purpose of this study is to explore the onboard activity choice of Chinese cruise tourists on three international cruise ships departing Shanghai, China. Design/methodology/approach A qualitative research method was adopted for this study. Data was collected using participant observation, casual conversation and semi-structured in-depth interviews from 76 Chinese cruise respondents. The data was analysed using thematic analysis. Findings Chinese cruise tourists were offered various onboard activities, most of which were Western. Booking these activities involved tourists searching information and assessing and choosing what appealed to them. They chose these activities according to the consumption values, and their decision was influenced by both context-dependent variables—the variety and style of the activities and their capacity to appeal, and the personal variable—age. Chinese tourists were satisfied with the array of onboard activity options and viewed them as an opportunity to experience Western culture. However, when they were unfamiliar with or did not understand some activities, they preferred Chinese activities. Originality/value This study formulates propositions to underlie a conceptual framework of how cruise tourists choose an onboard activity. The findings derived from the data will be valuable to cruise lines seeking to better manage tourists’ onboard experiences.