Exploring motivation via three-stage travel experience: how to capture the hearts of Taiwanese family-oriented cruise tourists

The cruise market has significant potential for family travel as birth rates continue to decline. To explore the reasons behind family cruise travel, passenger needs, and the three stages of cruise travel experience (anticipation, participation, and recall), this study employs qualitative research and in-depth survey methods. The study’s findings indicate that motivations for joining family cruise travel include “new experiences,” “desire for cruise travel,” “convenience,” and “generating social topics/publicity.” During the anticipation and recall stages, the most significant factors are the “port of call” and the “destination” of the cruise itinerary. Additionally, other important aspects include the dining options on the cruise. In the participation stage, the study reveals that cabins, entertainment, and special considerations for children hold particular significance. These results can provide valuable guidance in the planning of family cruise travel.

Wen-Yu Chen, Yu-Hsiang Fang, Ya-Ping Chang, Cheng-Yi Kuo