Understanding the cruising experience of Chinese travelers through photo-interviewing technique and hierarchical experience model

North America has long been the center of cruise business, followed by Europe. However, the increasing interest of Asian travelers in cruises and their affordability motivated destinations to actively develop cruise terminals to accommodate mega cruise ships. Cruise vacation appeals to the Chinese travel population as an attractive travel alternative. However, the mindset of Chinese travelers should be explored further, which is important in the effective design of targeted, attractive, and appealing cruise products. This study photo-interviewed 20 Chinese cruisers from four major cities in China to understand their cruising experience. The hierarchical experience model is proposed based on interview data. The study offers an alternative view of travel experience, which has theoretical and practical significance.