Reevaluating Innovation in Cruise Ship Experiences: The Case of Sun Princess

Introduction: The Evolving Landscape of Luxury Cruising In recent years, the maritime tourism industry has undergone a remarkable transformation, driven by advances in technology, shifting consumer preferences, and heightened expectations of personalised and immersive travel experiences. Cruise lines, once focused primarily on traditional amenities, are now positioning themselves as holistic lifestyle brands that offer a…

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