Research Process and Subjects in Cruise Travel Experiences

Understanding the Research Framework

To gain a deeper understanding of travelers’ reflections, emotions, and perspectives regarding their cruise experiences, the research employs in-depth interviews. This qualitative research method is essential for exploring the "why" behind respondents’ experiences, allowing for a richer and more nuanced understanding of their narratives (Milena et al. 2008; Patton 2005). In-depth interviews, coupled with content analysis, provide an avenue for gathering comprehensive insights about individuals’ opinions and attitudes toward particular incidents related to cruise travel (Tsaur & Huang 2015).

The process of content analysis typically follows three key steps: dividing and condensing the data, coding, and categorizing themes. This approach enhances the quality of inferences drawn from the data, enabling researchers to interpret the knowledge and phenomena inherent in the study (Downe‐Wamboldt 1992; Erlingsson & Brysiewicz 2017). Content analysis is particularly suitable for exploring complex and sensitive fields, offering depth to understanding intricate narratives in qualitative research (Bogner et al. 2009).

Developing the Research Questionnaire

The research questionnaire for the in-depth interviews was crafted based on existing literature, then refined through expert reviews involving four professionals: a cruise tourism expert, a travel agent, and two scholars specializing in tourism. This input significantly informed the design of the questionnaire for the following stage of family interviews, as illustrated in the Research Framework Flow (see Fig. 1). Experts contributed to shaping questions and offered suggestions for enhancement, ultimately ensuring the questionnaire was robust and relevant for the intended respondents.

Participant Recruitment Strategy

To effectively identify suitable families who have experienced cruise travel, the study adopted a multi-faceted recruitment strategy. First, families who had previously taken cruises were introduced by seasoned tour guides. The researchers also engaged with potential participants through cruise travel Facebook communities and employed a snowball sampling method. This approach helped researchers connect with families through referrals from cruise travel agencies and prior interviewees.

Considering the experiential focus, only families that had at least one cruise experience, particularly those accompanied by children, were included. A total of 13 families participated in interviews, providing rich insights into their motivations and experiences during cruise travel.

Structuring the Interview Content

The initial scale for the research underwent rigorous evaluation for content and face validity through expert feedback. The refined questionnaire included three distinct sections aimed at comprehensively capturing the full spectrum of family cruise experiences:

1. Before (Anticipation): Exploring expectations and motivations before the cruise.
2. During (Participation): Capturing experiences and activities aboard the cruise.
3. After (Recall): Reflecting on memories and insights post-cruise.

The Context of Cruise Travel

Cruising as a travel option uniquely combines transport and lodging, offering diverse amenities, activities, and shore excursions (Sun et al. 2014). Recently, innovations in facilities and unique itineraries have contributed to increased popularity, especially within Asian markets (Rodrigue & Notteboom 2013). The rising trend towards themed cruises has diversified offerings, appealing to specific groups such as families and senior travelers (Weaver 2011).

In this context, cruise travel is defined as utilizing the cruise ship as both transportation and accommodation, surrounded by various dining and entertainment options. Family travel, as identified in the study, pertains to trips where at least two family members participate for more than one day (Kennedy-Eden & Gretzel 2016). The goal of such trips often centers around shared activities and experiences that strengthen familial bonds.

Changes in Family Structures

Taiwan’s evolving family dynamics reflect broader societal changes, transitioning from predominantly nuclear family structures to a mix of single-parent, multi-generational, and nuclear family compositions (National Development Council 2023). Understanding these changes is crucial in the context of cruise travel, as they influence the needs and preferences of these groups.

Importance of Family Composition

1. Tailored Services: Recognizing distinct needs allows cruise operators to customize offerings that meet the unique requirements of various family types. For example, specialized activities can cater to single-parent families or multi-generational groups.

2. Accommodation Considerations: Adequate lodging tailored to family structure—connecting rooms for larger families or smaller accommodations for single-parent families—is a vital consideration in cruise design.

3. Activity Planning: Cruises should offer diverse experiences that cater to varied interests, ensuring engagement across all family members—whether it’s during onboard activities or shore excursions.

4. Pricing Strategies: Understanding family composition can inform pricing structures. Family packages may provide discounts or tailored offers to appeal to different family dynamics, enhancing market reach.

By accommodating the specific needs of various family types, cruise operators can elevate the overall travel experience, maintaining relevance in a competitive market.

Three Stages of Cruise Travel Experience

The study delves into the concept of travel experience, segmented into three critical phases: Anticipation, Participation, and Recall.

Anticipation Stage

The anticipation phase includes the factors influencing family decisions before cruising, such as pricing, duration, and desired activities (Juan & Chen 2011). Expectations, promotions, and online reviews considerably affect decision-making during this phase, driving interest and eagerness for upcoming voyages.

Participation Stage

During the cruise, various service dimensions—the quality of accommodations, entertainment options, and the friendliness of the crew—play a significant role in shaping the experience (Wang et al. 2000). This phase encompasses everything from cabin quality to onboard activities, which are central in determining satisfaction levels.

Recall Stage

Post-cruise reflections shape future decisions and overall satisfaction based on the cumulative experiences from the journey (Radic 2019). This retrospective examination can influence whether families will advocate for the cruise line or consider it for future travels.

Conclusion

This structured approach provides a comprehensive overview of the research process and recruitment strategies employed to investigate cruise travel experiences among families in Taiwan. Recognizing the evolution of family structures, motivations, and the phases of travel experience forms the foundation for cruise operators to innovate and enhance their services. By understanding these elements, the findings advance strategies for creating memorable cruise experiences that resonate on multiple levels with family travelers.