Tourism Marketing

Tourism Marketing

2007 Tourism Marketing

Introduction

In the 1980s , we saw an entertaining TV serial , The Love Boat , that shows us how beautiful the yacht is and what romance the passenger might have . In addition , almost a century ago , in 1912 , we also witness that the Titanic , the biggest passenger ship in the era sank during the journey between Paris and New York , in which 1 ,503 people lost their lives

From the two stories above , we learn that yachts or cruise lines have become a good business for decades

. Their target markets , as their luxurious ships suggest , are those who enjoy a journey in the sea and are willing to pay a considerably high price for the comfort . To meet such customers ' demands , the cruise line owner should provide a first-class service including the workers , foods and beverages entertainments , and the cruise line itself

According to one report , the cruise line industry is a fifteen billion dollar worldwide business and it continues to grow at a rapid pace Between January 2001 and December 2005 , the cruising industry adds their fleet with over fifty ships . While there are tens to hundreds cruising companies , in this , we will only focus on the Carnival Cruise Lines

Founded in 1972 , Carnival Cruise Lines is a Miami-based public company Currently , the company has 14 ,870 employees and generates revenues of 1 .8 billion . Its parent company , a Miami-based Carnival Corporation also owns Seattle-based Holland America and Windstar cruise lines

Overall marketing plan and strategy

In business , in to win competition , a company must have unique offering /competencies that become their plan and strategy . As any business suggests , the Carnival has several competencies that drive the company to stay in the forefront of the cruise line industry . The company has three core competences : training programs and recruitment management capabilities and technology adoption , and marketing effectiveness and customer needs

Human Resources

As the number of ships increase , so does the number of cruise employees actually tripling the past number of employees . This is where human resource comes into place . Currently , Carnival Cruises have approximately thirty thousand employees onboard and working the shore side operations

In addition to enormous benefits and experiences the Carnival 's crews have such as the ability to travel the world with all your expenses paid for by the company , the company also set the best service level in terms of the percentage of crewmembers to passengers . A company always wants to have a low percentage of crewmembers to passengers since the figure implies that the company can focus the attention on a lower number of passengers with a higher quality of personalization . This is a sample of Carnival 's core competence in terms of human resource

In to achieve the higher personalization and improved skills of the crewmembers , Carnival Cruise Line has a training program for the crewmembers to ensure the quality of Carnival 's service to their customers

Technology Adoption

Technology has become a very important part of...