Abstract
In 2000, Singaporean Cruise Ship Company Star Cruise came into Japanese cruise market with short and low rate cruise. They offered 3 nights and 4 nights round trip cruise from Kobe, Japan to Busan, Korea for 30 thousand yen per person. Many Japanese welcomed this cruise and Japanese cruise population in 2000 grew high. Star's strategy was to invite passengers with low rate and get benefit from expenditure on board, especially in Casino. It was unfortunate that most of the passengers on this ship was families, who had no money to try their luck in Casino. Consequently, Star Cruise withdrew from Japanese market after one year and half of struggle. Star's action, however, proved Japanese cruise market is not a special one but no one ever provided short and low rate cruise.
