This study reflects on the development of the British ocean cruise industry. In taking a historical perspective this provides an opportunity to discover if, despite changes in social expectation and technological advance, an element of the value cruise passengers place on their experience has been lost. Equating the ocean cruise experience to passenger cumulative value, the study utilises a thematic approach to reviewing literature and relates this to philosophical perspectives in developing a research strategy. The research data collected provides an insight to cruise tourist expectation and their perception of cumulative value in providing conclusions of value to cruise planners and offering a foundation for further research.

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