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Dai, T. (author), Hein, C.M. (author), Zhang, Tong (author)
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....
journal article 2019