Abstract
In this article, we try to make sense of the history of leisure cruising and of recent cruise product and marketing developments by interpreting them in the light of Zygmunt Bauman’s concepts of solid and liquid modernity. Our aim is to understand the influence of liquid modernity on the co-evolution of cruise demand and supply. We suggest that liquid modernity was a precondition for the cruise sector to grow out of its tiny elitist niche and to become the global business it is today, and that cruise tourism is a manifestation of liquid modernity.
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