Tourism: Gen X style

Another interesting cultural aspect of the cruise ship as a themed space is the desire for the American cruise market to partake in the “otherness” of these tropical destinations. Cruise lines market these trips as opportunities to experience the native culture of places such as Cozumel, Mexico, Nassau, Bahamas and Montego Bay, Jamaica, to “wander slowly down cobblestone streets of a Mexican village, wondering if it is the warmth of the sun or the Mexican people that gives you such a sense of ease."

In recent years, vacationers have been expressing an interest for more active and cultural experiences. Asked what factors were “extremely important ... when considering vacation alternatives,” 44 percent of Generation Xers (up to age 35), and 40 percent of Baby Boomers (ages 36 to 54) said they wanted to “experience new and different places and things to do.” 25 percent of Gen Xers and 20 percent of Baby Boomers said they also wanted a “sense of adventure.”

There is an overriding theme associated with cruises of exploring and understanding new and different cities through the onshore excursions that are included in most cruise packages, to “go directly after the active type of consumer who is turned off by the perception of the cruise as a passive vacation.” Although there are trips to towns and villages in these ports of call, the attraction of cruise vacations is that the excursions are almost always private sight seeing tours that are well planned by the ship company, are incredibly safe, and are only attending by individuals from the cruise. Although a major desire for passengers on these ships is to feel a sense of culture and adventure from the places they visit, they are paying for a sense of control and safely while they “hardly rough it.” Back.