Print Email Facebook Twitter Understanding how Amsterdam City tourism marketing addresses cruise tourists’ motivations regarding culture Title Understanding how Amsterdam City tourism marketing addresses cruise tourists’ motivations regarding culture Author Dai, T. (TU Delft OLD History of Architecture & Urban Planning; Southeast University) Hein, C.M. (TU Delft History, Form & Aesthetics) Zhang, Tong (Southeast University) Date 2019 Abstract This paper argues that a gap exists between the marketing of shore excursions and cruise tourists’ expectations of ‘local flavor’ experiences. The paper first establishes that this discrepancy exists, then aims to refine the focus of marketing and promotion, and finally proposes strategies for improving cruise tourists’ satisfaction. Amsterdam, a city eager to attract more cruise tourists, is chosen as the case area to evaluate the alignment of marketing and passenger expectation. The study is based on an analysis of tours proposed by cruise companies, using a word frequency analysis of their narratives, and on structured interviews with 228 passengers. The result indicates that marketers should more effectively focus on and promote ‘local flavor’ experience. They could place a stronger emphasis on local identity by cooperating with more local partners and engaging tourists in product design. Subject AmsterdamCultural tourismICTMotivationSatisfactionSea cruise tourismShore excursionTourism marketing To reference this document use: http://resolver.tudelft.nl/uuid:75ca9ecd-8d03-4e8d-90f2-df60ee360a50 DOI https://doi.org/10.1016/j.tmp.2018.12.001 ISSN 2211-9736 Source Tourism Management Perspectives, 29, 157-165 Part of collection Institutional Repository Document type journal article Rights © 2019 T. Dai, C.M. Hein, Tong Zhang Files PDF 1_s2.0_S2211973618301089_main.pdf 528.28 KB Close viewer /islandora/object/uuid:75ca9ecd-8d03-4e8d-90f2-df60ee360a50/datastream/OBJ/view