Cruise line strategies for keeping afloat.

Gross, S.; Lück, Michael; Vogel, Michael P.; Papathanassis, Alexis; Wolber, B.

doi:10.1079/9781845938451.0063

Cited by 2 publications

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“…To maximize their profits, cruise lines have gradually expanded their onboard services, which now encompass restaurants, casinos, art auctions, cinemas, and many others (e.g. Gross and Lück, 2012; Xie et al., 2012).…”

Section: Introductionmentioning

confidence: 99%

The development of cruise tourism in emerging destinations: Evidence from Salento, Italy

Pino

Peluso

2015

Tourism and Hospitality Research

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This study aimed at identifying the factors that likely favor or hinder the development of cruise tourism in an emerging Southern Italian tourist destination. We conducted semistructured interviews with key players in this business, showing that the following are relevant enablers of cruise tourism development: the accessibility of tourist resources, the supply of integrated services to cruise lines and their passengers, cooperative relationships among private and public operators, and the creation of a distinctive image. However, cruise tourism development can be inhibited by poor professionalism on the part of tourist firms, the lack of a clear tourist regulatory framework, the fragmentation of the shore-based offer, and the risk of environmental degradation. The study thus contributes to the research on cruise tourism development, which is still in its infancy, and provides policymakers and practitioners with suggestions for facilitating the emergence of the cruise industry.

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Section: Introductionmentioning

confidence: 99%

The development of cruise tourism in emerging destinations: Evidence from Salento, Italy

Pino

Peluso

2015

Tourism and Hospitality Research

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Marketing communication towards cruise ship passengers: the implications of market segmentation

Óskarsson¹,

Georgsdóttir²

2017

TVE

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Tourism in Iceland has been growing incredibly fast during the past years; for example, the cruise industry has grown at a rapid rate, as Iceland continues to gain popularity as a cruise destination. Although a certain amount of research has been conducted in this sphere, it does not cover all of the important issues, including a better insight into clustering of cruise ship passengers, who differ from other tourists in a number of ways, and marketing communication towards them regarding product and services offered at the point of destination. The main objective of this research is to examine factors that have an impact on potential segmentation of cruise ship passengers coming to Iceland and learn about marketing communication practices used by local companies offering them products and services. Qualitative research was used as an approach and personal interviews chosen as a means of collecting information. Interviews were taken with 10 people from different companies who interact with cruise passengers on a regular basis at their workplace. The main findings reveal that participants note the strongest difference between cruise passengers of different nationalities, passengers coming on different ships (size and type), and passengers arriving at different times of the year. Concerning marketing communication towards cruise passengers, the results indicate that it is almost exclusively carried out through the Internet; a reliable website, search engine optimization and word-of-mouth. This research provides a contribution by deepening understanding of approaches that may be effective in market segmentation in this particular section of the tourism industry and identifying effective ways to reach potential customers. This research thus provides a significant addition to marketing knowledge for an increasingly important sector of the tourist industry.

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Cruise line strategies for keeping afloat.

Abstract: This chapter provides an inventory of strategic options available to cruise lines. The strategic options discussed fall under five strategy modules: business model; geographical scope; competition strategy; (main) source of income; and customer orientation.

Cited by 2 publications

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The development of cruise tourism in emerging destinations: Evidence from Salento, Italy

The development of cruise tourism in emerging destinations: Evidence from Salento, Italy

Marketing communication towards cruise ship passengers: the implications of market segmentation

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