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Coastal Cruise’s Safety Service Strategy

문보영 1 Yang, Soung-hoon 2

1을지대학교
2신라대학교

Accredited

ABSTRACT

This study is aimed to explore how small-scale cruise line operators secure passenger's safety and strategically capitalize safety on service. The Korean cruise market has been untapped over the years and also there is surprisingly lesser attention given to the coastal and river cruise segment. A qualitative approach is taken to reveal the interviewees' idea in deep structure, which is namely core category in grounded theory. Half-constructed questions administered to eight experienced cruise masters find that a short-lived and classified community is reflected in the measure of safety on board. Based on the paradigm model in grounded theory, a more elaborated procedure is suggested along with a way of incorporating safety into service. This article is expected to stimulate future empirical study, create a bridge between safety and service and also create opportunity for a coastal cruise to survive upcoming fierce competition with overseas major cruise lines.

Citation status

* References for papers published after 2022 are currently being built.