Introduction
As one of the fastest growing markets within the leisure industry, cruise tourism bridges the gaps between exploration and comfort, providing an alternative way for individuals to envisage the world around them. Due to its increase in popularity, the cruise industry has had to adapt to trends in consumer needs; balancing luxury, exploration and expectation in order to create a unified package that can compete with rival companies within the cruise industry. Focusing on the Viking cruise company specifically, this case study shall illustrate how companies within the cruise industry perform when adapting to pressures and demands by consumers ...
