Cruise Business Development

Thisbook addresses innovation management and product development in the cruisetourism industry. It explains how experience management has evolved from astrictly company-level, product- or service-focused tactical task to anindustry-wide strategic challenge, and analyses the role of intangiblereputational aspects of cruise experiences, as well as peripheral componentsand stakeholders, as increasingly important factors for customer acquisitionand retention. Safety and risk issues are a central theme, as well as thecruise sector’s environmental and socio-economic impacts. Lastly, the book considersthe increasing size of cruise vessels and the accompanying standardisation offacilities and itineraries, in conjunction with the hybridisation of cruisepassengers in connection with expanding the competitive boundaries and intensityof competition in the cruise sector. The book approaches these issues as morethan a mere public relations campaign, recognising the fact that they have sincebecome the very essence of strategic cruise business development.