Learning Objectives

By the end of the chapter the reader should be able to:

• Define the elements of cruising

• Be aware of the history of cruising

• Critically reflect on the image of cruising and consider different types of cruises

• Understand the scale and scope of the cruise market

The cruise industry has grown and continues to grow enormously in scale. It is frequently regarded as a small but significant sector of the tourism industry (Page, 2002), but this description is insufficient in recognizing inherent qualities and attributes that support the claim that cruising is an industry in its own right. In many respects it is helpful to consider some evidence regarding this claim within this introduction, but readers will be able to make a more informed judgment having read the whole book.

According to Ward (2001), the cruise industry has a $15 billion turnover. It employs over 100,000 shipboard officers and crew as well as approximately 15,000 employees ashore. Indirectly, the industry provides employment for food suppliers, engineering services, manufacturers, port agents and authorities, transport companies, tourist companies, hotels, destination companies, and car-hire and employment agencies. Ebersold (2004) draws attention to the growth of the industry in marketing terms, which has seen systematic and sustained expansion over 7 years, with approximately 64 million bed-days sold in 2002 compared with 35 million bed-days sold in 1997. Construction of new vessels for the industry continues to be strong, and at the beginning of 2004 there were some 19 new cruise ships under...