Cruise ship sailing into a vibrant port city.

Smooth Sailing: How Cruise Lines Are Charting a Course to Destination Discovery

Lena Voss in Culture & Society August 2025 • 4 min read.

"Unlock the secrets to crafting the perfect cruise itinerary by understanding what passengers truly desire in their destinations, both onboard and ashore."

The cruise industry, a titan of travel and leisure, has witnessed remarkable expansion over the decades, solidifying its position as a key player in global tourism. With passenger numbers steadily increasing and revenue soaring for both cruise lines and the destinations they visit, the industry's impact is undeniable. To remain competitive, cruise lines and destinations need to understand the factors that influence cruise choice and satisfaction.

However, the question remains: what truly makes a cruise destination appealing? Is it the allure of the ports of call, with their unique cultures and attractions, or the opulence and entertainment offered onboard the ship? Or is it a combination of both?

This article delves into the critical aspects of cruise destination image, exploring how cruise lines and destinations can better cater to passenger expectations and preferences. By understanding the factors that influence destination perception, cruise operators and tourism boards can optimize itineraries, marketing strategies, and onboard experiences, ultimately enhancing customer satisfaction and driving repeat bookings.

Understanding Cruise Destination Image: What Matters Most to Passengers?

Cruise ship sailing into a vibrant port city.

Destination image is a multifaceted concept, encompassing individual perceptions of specific attributes and the overall impression a place leaves on a traveler. These perceptions are shaped by a range of factors, including personal experiences, information from various sources, and psychological and social influences. A positive destination image can significantly influence a traveler's choice, encouraging them to visit and potentially return in the future.

Understanding cruise destination image requires considering the unique characteristics of cruise vacations. Unlike traditional land-based trips, cruises offer a blend of onboard and onshore experiences, creating a 'co-destination' dynamic between the ship and the ports of call. This means that a passenger's perception of the cruise destination is influenced by both the amenities and activities available onboard and the attractions and experiences offered at each port.

Onboard Attributes: These encompass the amenities, entertainment, dining options, and overall ambiance of the cruise ship itself.
Onshore Attributes: These relate to the attractions, activities, safety, cleanliness, and overall appeal of the ports of call visited during the cruise.
Vacation type perceptions: How the trip is perceived in comparison to other holidays/vacation styles.

To gain a deeper understanding of how passengers perceive cruise destinations, it's essential to go beyond traditional surveys and tap into their authentic viewpoints. This is where qualitative research methods, such as repertory grid analysis (RGA), come into play. RGA allows researchers to elicit the attributes that are truly important to travelers, without imposing preconceived notions or biases.

Charting a Course for Success: Practical Implications for Cruise Lines and Destinations

By understanding the attributes that drive cruise destination image, cruise lines and destinations can work together to create more compelling and satisfying experiences for passengers. This could involve tailoring onboard activities to complement the destinations visited, curating onshore excursions that showcase the unique aspects of each port, and ensuring a seamless and enjoyable experience from start to finish. Ultimately, a focus on understanding and responding to passenger perceptions will be key to navigating the ever-evolving waters of the cruise industry.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1016/j.jdmm.2018.11.003, Alternate LINK

Title: Eliciting Cruise Destination Attributes Using Repertory Grid Analysis

Subject: Marketing

Journal: Journal of Destination Marketing & Management

Publisher: Elsevier BV

Authors: Lincoln James Whyte

Published: 2018-12-01

Everything You Need To Know

What are the key components that shape a passenger's perception of a cruise destination?

A passenger's perception of a cruise destination is shaped by a combination of factors, primarily categorized as Onboard Attributes and Onshore Attributes. Onboard Attributes encompass elements like amenities, entertainment, and dining, defining the experience within the cruise ship. Onshore Attributes, on the other hand, refer to the attractions, activities, and overall appeal of the ports of call. The interaction between these two, along with the Vacation type perceptions, forms the overall cruise destination image.

How does the cruise industry's understanding of 'destination image' impact its strategies?

The cruise industry leverages the concept of 'destination image' to refine its strategies, focusing on passenger satisfaction and repeat bookings. By understanding passenger perceptions of both Onboard Attributes and Onshore Attributes, cruise lines and destinations can optimize itineraries, marketing efforts, and onboard experiences. This involves tailoring onboard activities to complement the destinations, curating onshore excursions that highlight each port's unique features, and ensuring a seamless experience throughout the cruise. The goal is to create more compelling and satisfying experiences.

What is the significance of 'Onboard Attributes' in influencing a passenger's cruise experience?

Onboard Attributes play a crucial role in shaping a passenger's perception of the overall cruise experience, contributing significantly to the 'co-destination' dynamic. These attributes, including the cruise ship's amenities, entertainment offerings, dining options, and overall ambiance, directly impact a passenger's enjoyment and satisfaction during their voyage. The cruise ship's internal environment complements the Onshore Attributes of the ports, thus creating a comprehensive and immersive vacation experience.

Besides traditional surveys, what other method is recommended to understand passenger's perception?

To gain deeper insights into how passengers perceive cruise destinations, it's recommended to go beyond traditional surveys and employ qualitative research methods like Repertory Grid Analysis (RGA). RGA allows researchers to identify the attributes truly important to travelers without imposing biases. This approach helps reveal the specific elements that influence passengers' choices and satisfaction, providing a more authentic understanding of their preferences regarding Onboard Attributes and Onshore Attributes.

In the context of cruise travel, what is meant by the 'co-destination' dynamic, and why is it important?

The 'co-destination' dynamic in cruise travel refers to the interconnected relationship between the cruise ship (Onboard Attributes) and the ports of call (Onshore Attributes). This dynamic is crucial because a passenger's overall destination perception is influenced by both aspects of the journey. The ship's offerings (entertainment, dining, etc.) and the experiences in each port (attractions, activities, etc.) collectively shape the passenger's impression. Understanding this co-dependency is vital for cruise lines and destinations to create appealing and satisfying itineraries, enhancing the overall vacation experience.