Testing an alternative view of cruise tourist experience: the hierarchical experience model

Abstract

Based on extant literature taking a cross-sectional view of tourism experience, this study develops a measurement scale of cruising experience, considering interactions and evolution of diverse experiences with input from tourists. It empirically derives an experience structure without a presumed model. A mixed-method approach was adopted by combining 20 interviews and two rounds of surveys from qualified Chinese cruisers. The final measure demonstrates satisfactory reliability and validity and supports the hierarchical experience model, challenging conventional thinking around cruising experience. This study provides evidence for an alternative view of cruising experience along with insights to better understand Chinese cruisers’ mindsets.

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