Tourist experience at port and town: assessing cruiser satisfaction during self-organized onshore excursions at Lautoka Port, Fiji, in 2018–2019

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Abstract

Fiji is regarded as a South Pacific paradise; it attracts many tourists and cruisers desirous of a one-of-a-kind, memorable and long-lasting experience. The archipelago has witnessed an unprecedented rate of development in the cruise industry in the last decade, with an increase in the number of cruise liners as well as cruisers, especially those who take a halt for less than a half-day at a port and thus gain experience as tourists in Fiji. Cruisers opt for either pre-booked tours (booking made before disembarking) or self-organized excursions. Their experience during self-organized excursions at Fiji ports has not been studied so far. This study attempts to fill in this research gap. The study carries out a statistical analysis of the empirical data on cruisers' feedback on onshore experiences. This data was collected through a questionnaire survey of 369 cruisers who enjoyed self-organized excursions at Lautoka port anytime between December 2018 and April 2019. The study uses a Likert-type scale to measure cruiser's satisfaction; it carries out principal component analysis with Varimax Kaiser normalization and SPSS (demo); it further uses a factor analysis model to make observations. The results of this study indicate that cruiser satisfaction and behaviour are positively or adversely affected by many socio-cultural and economic factors. The study puts forward some constructive suggestions to achieve high satisfaction among cruisers.

Abstract

Cruise liners; Cruiser onshore experience; Cruiser satisfaction; Cruise vacation; Self-organized excursions; Lautoka wharf.

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Welcome to the experience economy.

B J Pine, J H Gilmore (1998)

First there was agriculture, then manufactured goods, and eventually services. Each change represented a step up in economic value--a way for producers to distinguish their products from increasingly undifferentiated competitive offerings. Now, as services are in their turn becoming commoditized, companies are looking for the next higher value in an economic offering. Leading-edge companies are finding that it lies in staging experiences. To reach this higher level of competition, companies will have to learn how to design, sell, and deliver experiences that customers will readily pay for. An experience occurs when a company uses services as the stage--and goods as props--for engaging individuals in a way that creates a memorable event. And while experiences have always been at the heart of the entertainment business, any company stages an experience when it engages customers in a personal, memorable way. The lessons of pioneering experience providers, including the Walt Disney Company, can help companies learn how to compete in the experience economy. The authors offer five design principles that drive the creation of memorable experiences. First, create a consistent theme, one that resonates throughout the entire experience. Second, layer the theme with positive cues--for example, easy-to-follow signs. Third, eliminate negative cues, those visual or aural messages that distract or contradict the theme. Fourth, offer memorabilia that commemorate the experience for the user. Finally, engage all five senses--through sights, sounds, and so on--to heighten the experience and thus make it more memorable.