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동북아 크루즈승객의 크루즈 불만족 경험 분석 www.cruisecritic.com 온라인 리뷰 활용

Analysing Far East Cruisers' Dissatisfactions An Analysis of Online Reviews on Cruisecritic.com

이현주
한국호텔리조트학회 (Korea Hotel & Resort Association)|2018.08|호텔리조트연구 (Journal of Hotel & Resort)|제17권 제3호|pp. 139-160

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Online ReviewCruise TourismCruise Tourism in Northeast AsiaDissatisfied Experience
주제분류관광학

초록

Cruise tourism in Northeast Asia has been skyrocketing recently but it is heavily relying on the Chinese cruise demand. In order to position this region as a popular cruise destination worldwide like Caribbean, Mediterranean, Alaska and Southeast Asia so on, developing a mixture of source markets is necessary. In this regard, this research focused on the online review generated by international cruisers who have experienced cruise holidays within the Northeast region to explore their experiences which made them felt dissatisfied. A total of 341 online reviews of Northeast Asia experience from Cruisecritic.com, the largest cruise review online site, were retrieved and analyzed using SPSS 22.0 and NVivo 11. The data collected was categorized by dissatisfied experience according to the place where a service is offered—onboard, onshore, pre-&post-cruise. The majority of dissatisfactions in the cruise holidays on the Northeast Asia water happened on board, followed by in the port of call and the pre-&post phase. The factors including ship physical conditions & facilities, service recovery failure, safety & hygiene issues, embark & disembark, catered for a certain nationality have correlations with both low repurchase intention and dissuasion of taking cruises in the Northeast Asia region. Implications and suggestions based on the result were discussed at the last part of the study.

Abstract

Cruise tourism in Northeast Asia has been skyrocketing recently but it is heavily relying on the Chinese cruise demand. In order to position this region as a popular cruise destination worldwide like Caribbean, Mediterranean, Alaska and Southeast Asia so on, developing a mixture of source markets is necessary. In this regard, this research focused on the online review generated by international cruisers who have experienced cruise holidays within the Northeast region to explore their experiences which made them felt dissatisfied. A total of 341 online reviews of Northeast Asia experience from Cruisecritic.com, the largest cruise review online site, were retrieved and analyzed using SPSS 22.0 and NVivo 11. The data collected was categorized by dissatisfied experience according to the place where a service is offered—onboard, onshore, pre-&post-cruise. The majority of dissatisfactions in the cruise holidays on the Northeast Asia water happened on board, followed by in the port of call and the pre-&post phase. The factors including ship physical conditions & facilities, service recovery failure, safety & hygiene issues, embark & disembark, catered for a certain nationality have correlations with both low repurchase intention and dissuasion of taking cruises in the Northeast Asia region. Implications and suggestions based on the result were discussed at the last part of the study.

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