Expedition Cruising in the Canadian Arctic: Visitor Motives and the Influence of Education Programming on Knowledge, Attitudes, and Behaviours

Cruising is a segment of tourism that is increasing at a faster rate than other kinds of leisure travel, especially in the Arctic region. Due to changing environmental conditions in recent years, cruise ships have been able to access more regions of the Arctic for a longer operating season. We investigated the cruiser motivations for polar expedition cruising and the educational dimensions of expedition cruising. Motivations of cruisers were identified using entrance surveys prior to embarking on four separate itineraries ( n = 144). We conducted semi-structured interviews, n = 22), made participant observations while on board the vessel for one trip to support survey findings, and followed up with a post-trip survey to assess attitudinal changes ( n = 92). We found that, unlike mainstream cruisers, expedition cruisers are motivated by opportunities for novel experience and for learning. Subsequently, the educational programming offered by expedition cruise companies is an important component of the cruise experience. We found that this programming has positively impacted cruiser attitudes, behaviours, and knowledge post-cruise. These findings will encourage cruise companies to improve their educational offerings (i.e., preparedness, program quality, level of engagement) to meet the expectations of their clientele, thereby transferring critical knowledge of environmental stewardship.