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

2017 ◽  
Vol 14 (1) ◽  
pp. 43 ◽  
Author(s):  
Gunnar Óskarsson ◽  
Irena Georgsdóttir
Keyword(s):  
Market Segmentation ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Tourist Industry ◽  
Cruise Ship ◽  
Cruise Industry ◽  
Significant Addition ◽  
Local Companies ◽  
Potential Customers ◽  
Insight Into

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.

scholarly journals Apocalypse Now or Overreaction to Coronavirus: The Global Cruise Tourism Industry Crisis

2020 ◽  
Vol 12 (17) ◽  
pp. 6968 ◽  
Author(s):  
Aleksandar Radic ◽  
Rob Law ◽  
Michael Lück ◽  
Haesang Kang ◽  
Antonio Ariza-Montes ◽  
...  
Keyword(s):  
Tourism Industry ◽  
Qualitative Approach ◽  
Cruise Ship ◽  
Cruise Industry ◽  
Cruise Ships ◽  
Cruise Tourism ◽  
Health Related ◽  
Managerial Implications ◽  
Systematic Failure ◽  
Cruise Lines

The current COVID-19 cruise tourism crisis has evolved to epic proportions and placed some of the cruise lines on the verge of bankruptcy. This research aimed to gain a deeper understanding of the crisis. Using an inductive qualitative approach, interviews were conducted with eight frequent cruisers who were at home and eight cruise ship employees who were employed by various cruise companies and who were working on cruise ships during the COVID-19 cruise tourism crisis. The findings revealed a systematic failure within the cruise industry management to understand the COVID-19 pandemic. Results of this study highlight the importance of health-related perceived risks on the nature and impact of the COVID-19 cruise tourism crisis. This study supports the overall theory of cruise tourism and crisis management by extending the chaos theory and its principals on the COVID-19 cruise tourism crisis. The managerial implications for cruise lines are outlined.

scholarly journals Differences in Marketing Communication Activities at Sheraton Surabaya Hotel & Towers in the middle of COVID-19 Pandemic

2020 ◽  
Vol 4 (2) ◽  
pp. 125
Author(s):  
Jiwangga Hadi Nata ◽  
Nur Emma Suriani ◽  
M Riza Darmawan
Keyword(s):  
Social Media ◽  
Qualitative Methods ◽  
Crisis Management ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Exchange Information ◽  
Potential Customers

The tourism industry is a growing industry where hospitality is an essential business that provides accommodation for tourists. However, in early 2020 there was a COVID-19 pandemic that affected the crisis in the tourism industry. The decline in the number of tourists and the limited tourism activities lead to a decrease in consumer buying interest and here also the role of the marketing communication department as a department that promotes and is a liaison between hotels and consumers. The role of marketing communication in increasing the buying interest of prospective consumers is one of the factors that has an impact because of the activities of the department that exchange information with potential customers. This study aims to determine the promotion and adaptation activities carried out by the marketing communication of the Sheraton Surabaya Hotel & Towers in facing a crisis due to the COVID-19 pandemic. In this study, researchers used qualitative methods where the data were analyzed first then arranged and explained with certain statements in the form of written or oral words from an informant and observing the place under study. The results of the study show that marketing communication department of the Sheraton Surabaya Hotel & Towers is adapting to crisis management and using soft selling while planning steps to be taken after the crisis has passed. Marketing communication activities also help to maintain the buying interest of potential customers. The results also show that the use of promotion through social media is more flexible in various conditions.

scholarly journals Balinese Women in The Cruise Ships Tourism Industry

1970 ◽  
Author(s):  
I Made Darma Oka ◽  
Made Antara ◽  
I Gede Mudana
Keyword(s):  
Labor Force ◽  
Family Income ◽  
Tourism Industry ◽  
Economic Implication ◽  
Cruise Ship ◽  
Social Implication ◽  
Cruise Industry ◽  
Cruise Ships ◽  
Factors Influencing ◽  
The Government

As one of the most popular destinations for international tourists, Bali has attracted a sizeable and growing labor force in the tourism sector of the economy. This fact has triggered Balinese labor force to participate in such service industry. As a supplier of tourism labor force Bali has been increasingly successful in promoting the number of workers to be employed on cruise ships. The participation rate of Balinese women in cruise industry over the last four years has dramatically increased. The Balinese women’s participation in cruise ship employment has brought major implications for their life and culture. Generally, the present study aimed to provide an overview of Balinese women employed on board of a cruise ship. More specifically, it examined (1) the strengths, weaknesses, opportunities, and threats faced by Balinese women working in cruise industry, (2) factors influencing them to work in the industry, and (3) the implications brought by such employment for their life and society. The present study used quantitative and qualitative data collected through economic, social, and cultural approach. The sample was comprised of 200 respondents selected using accidental sampling method. To answer the research questions, data collection was conducted through observation, interviews, as well as focus group discussion (FGD). The data on the strengths, weaknesses, opportunities, and threats faced by Balinese women on board of a cruise ship were analyzed using SWOT analysis, whereas the data on the factors influencing them to work in the cruise industry were analyzed using factor analysis. Finally, qualitative analysis was employed to analyze the data on the economic, social, and cultural implications for their life. The analysis showed that: (1) Balinese women were employed on board of a cruise linerpredominantly as support staff. The strengths of Balinese women cruise ship workers included being friendly, always smiling, being honest, being loyal, being responsible, and being highly skilled. Their weaknesses included having low motivation to get a high position, having low English proficiency level, and having insufficient self-confidence. The job opportunities were still high since women were generally reluctant to work in the cruise industry. The threats they faced included the lack of concern on the part of the government, agents providing poor services and unjustly treating applicants. (2) The factors influencing Balinese women to work in the cruise industry were of economic, social, and cultural. (3) The implications brought by the cruise ship employment for Balinese women were divided into three: economic implication, social implication, and cultural implication. Economic implication refers to their ability to help increase their family income. (b) Social implication refers to the fact that through employment in the cruise industry they could elevate their and their family social status. Lastly, (3) cultural implication refers to their contribution to the preservation of their own culture (i.e. Balinese culture).

An online niche-market tour identification system for the travel and tourism industry

2016 ◽  
Vol 26 (1) ◽  
pp. 167-185 ◽  
Author(s):  
C.H. Wu ◽  
G.T.S. Ho ◽  
C.H.Y. Lam ◽  
W.H. Ip ◽  
K.L. Choy ◽  
...  
Keyword(s):  
Market Segmentation ◽  
Tourism Industry ◽  
Alternative Methods ◽  
Travel Agency ◽  
Identification System ◽  
Local Optimum ◽  
Niche Market ◽  
Content Type ◽  
Potential Customers

Purpose – The purpose of this paper is to present a novel approach for niche-market tour identification, with the objective to obtain a better segmentation of target tourists and support the design of tourism products. A proposed system, namely the Niche Tourism Identification System (NTIS) was implemented based on the proposed scheme and its functionality was showcased in a case study undertaken with a local travel agency. Design/methodology/approach – The proposed system implements automated customer market segmentation, based on similar characteristics that can be collected from potential customers. After that, special-interest tourism-based market strategies and products can be designed for the potential customers. The market segmentation is conducted using a GA-based k-means clustering engine (GACE), while the parameter setting is controlled by the travel agents. Findings – The proposed NTIS was deployed in a real-world case study which helps a local travel agency to determine the various types of niche tourism found in the existing market in Hong Kong. Its output was reviewed by experience tour planners. It was found that with the niche characteristics can be successfully revealed by summarizing the possible factors within the potential clusters in the existing database. The system performed consistently compared to human planners. Originality/value – To the best of the authors’ knowledge, although some alternative methods for segmenting travel markets have been proposed, few have provided any effective approaches for identifying existing niche markets to support online inquiry. Also, GACE has been proposed to compensate for the limitations that challenge k-means clustering in binding to a local optimum and for its weakness in dealing with multi-dimensional space.

scholarly journals Good Idea But Not Here! A Pilot Study of Swedish Tourism Stakeholders’ Perceptions of Halal Tourism

2021 ◽  
Vol 13 (5) ◽  
pp. 2646
Author(s):  
Saeid Abbasian
Keyword(s):  
Content Analysis ◽  
Pilot Study ◽  
Tourism Industry ◽  
Target Group ◽  
Exploratory Research ◽  
Swedish Study ◽  
Increased Risk ◽  
Insight Into

The following study is the first Swedish study on Halal tourism in Sweden. The purpose of this exploratory research is to get insight into the perception of Halal tourism in Sweden among representatives of tourism stakeholders. The overall methodology approach in this research is qualitative, consisting of 25 qualitative questionnaires, 21 short letters, four follow-up interviews, and a web observation, and content analysis was employed. The results indicate that there is a low knowledge of Halal tourism in Sweden including Swedish tourism industry. The concept is very challenging, and profits are low. It might result in problem scenarios such as detrimental effects on non-Halal tourism, cultural difficulties and increased risk of xenophobia, anti-Islamism, and tension in the society. There is low interest for Sweden among Muslim tourists as the interest and priority for Halal tourism is rather low from Swedish tourism industry. Despite Halal tourism’s importance internationally, these representatives are rather cautious and doubtful about promotion of Sweden towards this niche. Still, a majority seems to be positive to a lighter version of Muslim-friendly tourism with secular/moderate Muslims as a target group.

Tourism, environment and hotel management: an innovative perspective to address modern trends in contemporary tourism management

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunhui Huo ◽  
Javaria Hameed ◽  
Muhammad Waqas Sadiq ◽  
Gadah Albasher ◽  
Wedad Alqahtani
Keyword(s):  
Brand Image ◽  
Interactional Justice ◽  
Tourism Industry ◽  
The Body ◽  
Hotel Management ◽  
Content Type ◽  
Service Value ◽  
Study Results ◽  
Customer's Loyalty ◽  
Insight Into

PurposeThis paper aims to provide a valid insight into consumers' minds while considering word of mouth (WOM), brand image and uniqueness as independent variables while considering the tourism industry as the primary stakeholder.Design/methodology/approachThe study adopts qualitative research methods and data collected from 1,033 respondents using convenience sampling methodology. The data are collected from different tourists spots in China and Pakistan. The PROCESS macro was utilized in this study using SPSS version 25.0 to inspect the impacts by using Model 4 and the conditional effects indirectly by utilizing Model 14.FindingsCustomer's intimacy, search for novel and unexplored destinations highlight WOM interactions and perceived service value. Service value, interactional justice and professional attitude of hotel management mediated all the given relationships significantly. The brand image does not mediate any significant associations. Perceived service value and brand image predict customer's loyalty, and WOM is the direct measure of their intentions, and these variables are market trend indicators. A tourist's response toward different destinations is described in this study with comparative analysis of Chinese and Pakistani tourists. The study results showed a significantly positive relationship between hotel management professional behavior, customer's loyalty, customer's intimacy and WOM.Research limitations/implicationsThe recruited population might not be represented as the broader and larger visitor population, resulting in restricting establishing tactics. Moreover, this study's results provide significant insight into a tourism industry, hence providing a chance to manage customer loyalty better.Social, managerial and theoretical implicationsThis study contributes significantly to the body of knowledge and provides remarkable insight from the managerial perspective. Interactional justice results in significant value for hotel management directors and top management, front desk staff and operatives and front level employees and managers. Consumer sensitivity of fairness in interpersonal dealings calls for behavioral changes in frontline employees, especially those directly dealing with hotel visitors. Hotel staff and management should formulate a system to deal with the demands and needs of visitors. It should describe the rights and obligations of visitors and ensure that each customer is treated equally and with respect. Customers should be motivated to read the survey questionnaires kept in their rooms and offer their views on the services provided. This strategy might increase the customers' sense of empowerment and leading to notions of fairness in individual encounters.Originality/valueThis study provides an insight into the customer's minds while considering essential variables that include WOM, brand image, perceived service value and uniqueness.

TOURISM INDUSTRY OF PLOVDIV IN THE CONDITIONS OF EMERGENCY MEASURES

2020 ◽  
Author(s):  
Zlatka Grigorova ◽  
Keyword(s):  
Online Survey ◽  
Tourism Industry ◽  
The State ◽  
Economic Situation ◽  
State Of Emergency ◽  
Current Economic Situation ◽  
Potential Customers ◽  
Emergency Measures ◽  
Innovative Approaches

The report summarizes information on the state of the tourism business in Plovdiv after the introduction of Covid-19 restrictive emergency measures, as well as the expectations for the development of tourism in the coming months based on an online survey at the end of April 2020. The report outlines the overall state of the industry as well as the difficulties it faces and the efforts it made to retain employment and towards recovery. The adaptability of the business in the current economic situation and the search for new innovative approaches to attract and welcome tourists are highlighted, in order to reach more potential customers after the end of the state of emergency.

scholarly journals Haka and Hula Representations in Tourism

2021 ◽  
Author(s):  
◽  
Acushla Deanne O'Carroll
Keyword(s):  
Cultural Values ◽  
Tourism Industry ◽  
Cultural Representations ◽  
The World ◽  
Art Forms ◽  
Insight Into ◽  
The Way

<p>Haka and hula performances tell stories that represent histories, traditions, protocols and customs of the Maori and Hawai'ian people and give insight into their lives and the way that they see the world. The way that haka and hula performances are represented is being tested, as the dynamics of the tourism industry impact upon and influence the art forms. If allowed, these impacts and influences can affect the performances and thus manipulate or change the way that haka and hula are represented. Through an understanding of the impacts and influences of tourism on haka and hula performances, as well as an exploration of the cultures' values, cultural representations effective existence within the tourism industry can be investigated. This thesis will incorporate the perspectives of haka and hula practitioners and discuss the impacts and influences on haka and hula performances in tourism. The research will also explore and discuss the ways in which cultural values and representations can effectively co-exist within tourism.</p>

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals Innovative tourism product as a factor in the development of the tourism industry

2020 ◽  
Vol 11 (2) ◽  
pp. 33-40
Author(s):  
I. Kudinova ◽  
Keyword(s):  
Foreign Investment ◽  
Current Problem ◽  
Tourism Industry ◽  
Tourist Industry ◽  
Tourism Product ◽  
Marketing Service ◽  
Favorable Conditions ◽  
Further Development ◽  
A Current ◽  
Trend Direction

The research of the conformation and development of innovative tourist products is a current problem today. The article summarized and systematized the innovative features of the tourist product in order to build the tourist industry and increase the competitiveness of the tourist industry. It stated that innovation is a necessary process in creating a new attractive tourist product, also in creating сonducive conditions for intensifying the activity of investors in the tourist sphere of the country. The following types of innovations in the tourist industry are listed, namely: product, technological, marketing, service, organizational and management innovations and innovations of logistics. The competitive strengths which should be the basis of formation of competitiveness of Ukraine in the field of tourist business, are highlighted, namely: unique healing climate, numerous territories with therapeutic opportunities, considerable historical and cultural potential, attractiveness of our country's tourist industry for foreign investment. Also defined are the problematic directions regarding the tourist attractiveness of Ukraine. Emphasis is placed on the fact that the state should support the development of tourist business in Ukraine in accordance with the following principles: to provide financing in accordance with the needs of the industry, to create favorable conditions for its further development, to determine and maintain priority directions of the development of the industry, to support and protect the Ukrainian and foreign tourists, tour operators and agents and their associations. The popular and new innovative directions of tourist, trends and technologies that are currently in demand with tourists are identified. Each tourist trend direction is described. The main requirements are listed and proposals are made to create an innovative tourist product.

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