Nudging activities to increase cruise passengers’ expenditure - the case of Aalborg, Denmark

The following paper brings into focus the worldwide issue of low onshore expenditure of cruise passengers in and aims to address this problem through an action-based research approach. The theoretical background of this paper is based on pre-existing research studies and data gathered from ports all around the world, including the port in Aalborg. In order to answer the research question What can be done in order to stimulate an increase in the expenditure of cruise passengers in Aalborg? a series of activities will be carried out throughout the cruise season in the port of Aalborg. The main purpose of the activities will be to nudge cruisers to certain areas of Aalborg and in this way also succeed to increase their expenditure in the city. As a result of this process the researchers aim to design a toolbox that can be used and tailored after the needs of the local stakeholders.