Trans RINA, Vol 157, Part C1, Intl J Marine Design, Jan –Dec 2015
environment” on the top deck of the ship. It included a wave
pool for surfing and cantilevered hot tubs
suspended 100 feet above the sea. Other innovative design elements were: wi-fi capability; cellular phone connectivity; flat-screen TVs in every cabin. Due in part to design innovations that made the cruise product more attractive and accessible to the mass market, the cruise industry is one of the fastest-growing sectors of leisure travel. [4]
Kwortnik [4] proposes that the cruise industry is in a period of transformation, reminiscent of the 1970s when the core product
shifted from passenger leisure cruise
He explored the role of shipscapes in the experience. Examining how cruise
shipping to
cruise vacationing. More recently, the focus of this transformation is the actual cruise experience, and the medium for change is the ship itself, referred to as the shipscape.
passengers interact with shipscapes to construct their cruise experience. Using data from an online discussion board dedicated to cruising, his study reveals findings about atmospheric effects and more general themes related to ship design that highlight the importance of shipscapes to cruise passengers. His research gave an insight to the influence of the shipscape on the design meanings cruisers create and attach to cruise experiences. about
cruise shipscapes.
He reported that cruisers experience a myriad of stimuli in the shipscape, from the linens in their cabins to the wardrobe of their fellow cruisers. These stimuli produce an equally diverse set of physical reactions, thoughts, feelings, and behaviors. Figure 1 shows these effects in the organizing framework of cruising atmospheric. The shipscape is a context-specific type of servicescape that includes both the man-made physical and social environment in which the cruise service is delivered (the ship), as well as the natural environment (the ocean) that provides a broader experiential context. Modern cruise ships simultaneously direct attention to and away from the sea. For example, new ships offer many outside cabins with private balconies, once a luxury available only
to passengers who booked expensive suites.
Balconied cabins enhance a unique aspect of cruising: the experience of being at sea. However, cruise ships also focus passengers’ attention inward through the use of shipscape elements, such as million-dollar art collections that adorn public spaces and “entertainment architecture” designed to be utterly unlike most anything passengers might experience at home. RCI took this to a new level with the “Royal Promenade” shopping plazas aboard its new ships. Especially, novel about this design is that many
inside cabins on these ships overlook the
promenade, whereas inside cabins on other cruise ships offer no view at all.[4]
The shipscape and its many dimensions, such as ambient conditions, layout, facilities, furnishings, and decor, can influence people
in powerful ways. Social factors
involving employees and customers are aspects of the service environment that can affect
the customer
experience. Shipscape elements can influence moods and emotions, perceptions of time spent waiting for service, and evaluations of service quality. Consumers may draw inferences about employees based on evidence in the servicescape.
In addition, consumer evaluations of
employee cues, such as the number and appearance of employees in the servicescape, can affect perceptions of interpersonal service quality and patronage intentions. shipscape also can be designed to foster response behaviors such as stay/leave or browse/purchase, as well as social interaction
passengers and their relationship with
Figure 1: Framework of cruising atmospheric[4]
Shipscapes possess atmospheric factors and induce consumer responses that differ from retail servicescapes. This difference is because the leisure cruise and retail experiences are essentially different in four main ways: Unlike the typical retail context, the cruise ship serves as a home away from home, which makes certain atmospheric factors particularly important to cruisers.
The cruise shipscape is a more salient and even sought-after part of the overall experience than the typical retail context.
Cruises are longer-duration service encounters than typical retail encounters, which enables ongoing social interaction and the development of perceived friendships between cruisers and crew members.
Compared to the retail context, the goals
consumers bring to the cruise context are more likely to be hedonic, experiential, and symbolic than functional (i.e. problem-solving).
Aspects of shipscape can easily and dramatically interfere with experiential goals. Ambient pollution in the form of noise, music, odors, smoking, and ship motion, can negatively affect cruisers physically and psychologically. [4]
3. URBAN AND INTERIOR Growth in
population globalisation,
environment and transformed how people live in it spatially, temporally and subjectively. In the disciplines
C-16 © 2015: The Royal Institution of Naval Architects
determined the 21st century urban both
density, migration and
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