How to Catch Family-oriented Cruise Tourists’ Hearts? Exploring Motivation and Demand via Three-stage Travel Experience

Abstract

With declining birthrates, family travel has considerable potential in the cruise market. This study explores the motivation for joining family cruise travel, the needs of passengers, and the three stages of cruise travel experience (the expected, experience, and recall stages). This study adopts qualitative research and an in-depth survey method for investigation. Results reveal that “new experience,” “desire for cruise travel,” “convenience,” and “generating social topics/publicity” are the motivations to join family cruise travel. The results can serve as reference in the planning process of family cruise travel.