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Cruise Tourism Marketing and Image Tormation
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Cruise Tourism Marketing and Image Tormation

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  • 1. Cruise tourism marketing and image formation.Enhancing public awareness on sustainability ofcruise tourism. Corporate social responsibility.Made by: Bori Gondos
  • 2. Structure of the presentation• Cruise tourism (supply and demand)• Segments• New trends• Sustainability• Corporate social responsibility• Marketing and image• Hungarian example: Lake Balaton
  • 3. Cruise tourism• In recent times has seen rapid growth inpassenger volume• Destinations: the Mediterranean, the Gulf ofMexico, the Atlantic, northern Europe and thePacific.• The prospects for the future are excellent• Modern tourist cruises combine two basicactivities
  • 4. Cruise segments• „Budget” Segment• „Contemporary” Segment• “Premium” Segment• “Luxury” Segment• Two segments are particularly large: cruises for familieswith children and thematic cruises• Not only hotel services, but also those of an authenticresort• Two key concepts
  • 5. The cruise industry contribution of CruiseTourism to the Economies of Europe in 2012• Supply of cruise tourism: 41 cruise lines,capacity• Demand: 28.1 million passengers• Direct economic impact: direct expenditures 15billion €, 315.500 jobs, 1.45 billion € financialand business services• Country impacts: UK, Germany, Spain• Five-year growth trend
  • 6. Trends and investment for the future• Growing in passengers number (77%)expenditures (73%), cruise industry (54%), totalemployment (40%)• 2012-2016: 24 cruise vessels• European cruise fleet: 41 cruise lines, 120cruise ships• Mediterranean (171 cruise ship, 4.08 millionpassengers), Northern Europe (102 cruise ships,4 million passengers)
  • 7. Cruise Britain• Cruise tourism generates an averageexpenditure of €97 per passenger port visit forthe local economy• The cruise industry generated € 2,408 millionin direct expenditure
  • 8. Florida-Caribbean Cruise Association:Cruise industry overview 2012• 16+ million passengers• Dominant cruise destination• The average length of cruises is over 7 days• Cruise passenger profile (over 25 years old,over 40.000$ income)• Travelers prefer• Benefits of cruising• Economic impact of cuise industry onDestinations
  • 9. Source: http://iaato.org/c/document_library/get_file?uuid=315ebd34-05e9-41b3-9649-9239cff9e3bf&groupId=10157
  • 10. Research by Florida-Caribbean CruiseAssociation• 21 destination participated• $2.0 billion in direct expenditures, 45,225 jobsand $728 million in employee wages• The typical cruise passenger spent an averageof $95.92 at each destination• The most popular expenditure was for shoreexcursions• Passengers that purchased watches andjewelry spent an average of $196.76
  • 11. Seychelles Island• 150.157 visitors January-September 2012• 9.9 nights• Visitors came from Europe, Africa, Asia,America• Increases from Germany (25%), Switzerland(17%), Austria (30%), Russia (53%)• Decreases France (20%), UK (18%)
  • 12. The Future of Tourism Cruises
  • 13. 1. Continuous innovation and improvement;2. a more global business;3. increasingly larger ships;4. strong and sustained growth in demand;5. strong negotiating position for the major cruise line groups;6. increasing regulation of the sector;7. environmental sustainability;8. security during the voyage and for operationsThe trends shaping the development of thissector, now and in the future, are as follows
  • 14. •Increasing cruisepassenger arrivals•Need to determine thesegments and targetContinuousInnovation andImprovement
  • 15. Cruise Tourism Environmental ImpactsDirect pollution from cruisers:WasteAir pollutionWaste watersHazardous waste
  • 16. Waste Water and Solid WasteDischarge• Example: cruise ships that travel throughout theCaribbean• There are two types of waste that create problems forthe coastal ecosystem: wastewater and solid waste.1. comes in the form of graywater and blackwater2. which is in the form of glass, paper, cardboard,aluminum and steel cans, incinerator ash and plastics,is not easily biodegradable and injures many marineanimals every year.
  • 17. Potential Impact on Coral Reefs• Activities that damage these underwaterstructures are: anchoring, snorkeling, sportfishing and scuba diving, yachting, and cruising.• Millions of people visit coral reefs in the FloridaKeys every year
  • 18. Climate changes• Recent research has confirmed the reality ofclimate change, and there are indications thatthe process is accelerating.
  • 19. The Caribbean:longer hurricaneand tropical season
  • 20. Alaska
  • 21. Sustainability• Sustainable development: care for the environment,benefits for host communities and returns oninvestment.• Prevent and combat contamination by harmful orhazardous elements• Design and execute plans for phytozoosanitary andenvironmental contingencies in each port• Encourage cruise lines to distribute among theirpassengers and crew information concerningimportant environmental aspects of the destinationsto be visited
  • 22. Effects on Society and Culture• Change of Identity and Values• Culture Clashes• Physical Influences causing Social Stress• Increase in Crimes Committed against Tourists
  • 23. Generating Sustainability byMinimizing Economic Impacts• Conserve resources• Community involvement• http://www.youtube.com/watch?v=4sV8v8fvtFE&feature=related
  • 24. Marketing of Cruise tourism
  • 25. It is important to study travel agencies,because:• they play a decisive rolein the choice ofdestinations• cruises are particularlyreliant on this retailnetwork as adistribution channel
  • 26. Electronic distributionThe four major electronic distributors are:• Travelport• Sabre Holdings• IAC• AmadeusInternet based system: „Cruise Control”
  • 27. Online reservations• only 22% of cruisepassengers reservetheir cruises online• http://www.youtube.com/watch?v=NpAeOsiuaw4
  • 28. Convetions, Trade fairs• Examples: Italy, Germany
  • 29. Hungarian example: Lake Balaton
  • 30. Product range• Scheduled shipping for holidayers and localpeople• Cruises• Programs on boat• Event: mostly inboard• Ferry• Accomodation• Renting, improving boats
  • 31. Marketing Channel• Hungarian Tourism Plc.• Balaton Regional Marketing Institution• Cooperation with TDM organisation, localcommunities• ISO 9001 certification• Internet• Magazines• DM• http://www.youtube.com/watch?v=msKyhJLCJFg
  • 32. Brochures, Scheduled• Hungarian, german, english leaflet + russian,polish• Unfiliet leaflet to foreign and national fair,Tourinform offices, accomodation
  • 33. Event, Promotion• Sponsores• Uniform, foreign language skills, every springtraining• Slogen: „ Welcome on board!”
  • 34. Blue Ribbon Regatta
  • 35. Thank you for your attention!