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.
