체험마케팅을 적용한 크루즈관광 체험 분석: 코스타 세레나호 크루즈를 중심으로

A Analysis of Cruise Tourism Experiences from an Experiential Marketing Perspective: The Case of Costa Serena

Interest in the cruise industry has surged in Korea; however, there remains a notable gap in research focused on the experiential dimensions of cruise tourism. This study applies Schmitt’s experiential marketing framework to examine key elements of the cruise tourist experience, with a specific focus on onboard and shore excursion activities. Utilizing a comprehensive methodology that includes literature review, participant observation, and in-depth interviews conducted aboard the Korea-Japan Costa Serena cruise. The study reveals that these experiences stimulate sensory engagement, foster positive emotional connections, enhance cognitive stimulation, encourage active participation, and promote relationship building. Crucially, the findings underscore that the integration of these five experiential elements yields more profound and memorable impacts than when they are offered in isolation. This research is particularly significant as it represents the first empirical exploration of cruise tourism experiences through the lens of experiential marketing, offering valuable insights for the strategic enhancement of cruise experience marketing. The study calls for further empirical investigation and the development of integrated marketing strategies to optimize cruise tourist experiences.