Objectives  The capacity for creative design within Chinese cruise ships is insufficient at present. Artistic designs bearing European and American lifestyles cannot meet the aesthetic requirements of Chinese people. So, the purpose of this paper is to develop and undertake cruise design practices which incorporate Chinese elements.

  Methods  Firstly, consumption characteristics and behavior preferences are analyzed. Personalized design goals are put forward, which include choices for the cabins, dining halls and restaurants, recreational activities, and shopping areas. On such a basis, the design analysis of the cruise ship's functional settings and cabin spaces is completed. Secondly, images depicting Kun are regarded as the source of Chinese culture and creative ideas. The featured elements in the cruise ship's design and appearance are proposed, which include the overall outline, the side elevation, the bow and stern section, the chimney, the coating, and the lamplight. Then, the cruise ship's adaptive functional compartment zoning and appearance design is carried out. All above methods are aimed at the independent innovation and design requirements of local cruise ships.

  Results  In this paper, a conceptual cruise ship scheme is put forward based on the exploration of the functional space and appearance design, from the following aspects: user behavior, cultural creativity, artistic style, etc.

  Conclusions  The results have referential and guiding significance to develop cruise ships with an aesthetic design containing Chinese elements, and to improve the independent innovation design level of Chinese cruise ships.