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Successful Cruise Port Operations in the Baltic Sea

Bothe, Laura LU (2016) MGTN59 20161
Department of Business Administration
Abstract
This master thesis investigates how cruise lines choose ports of call in the Baltic Sea and to what extent port costs are a relevant factor in this decision. The thesis was developed in collaboration with Copenhagen Malmö Port (CMP) who operate the cruise port in Visby. Recently, the company decided to expand this cruise port with the aim to increase the number of cruise ship calls at this destination. The purpose of this thesis is to support CMP in successfully attracting cruise lines and their ships to the cruise port in Visby.
Research was executed in a deductive manner and qualitative methods were chosen. In-depth interviews were conducted with seven different cruise lines that involved open-ended question. This qualitative data was... (More)
This master thesis investigates how cruise lines choose ports of call in the Baltic Sea and to what extent port costs are a relevant factor in this decision. The thesis was developed in collaboration with Copenhagen Malmö Port (CMP) who operate the cruise port in Visby. Recently, the company decided to expand this cruise port with the aim to increase the number of cruise ship calls at this destination. The purpose of this thesis is to support CMP in successfully attracting cruise lines and their ships to the cruise port in Visby.
Research was executed in a deductive manner and qualitative methods were chosen. In-depth interviews were conducted with seven different cruise lines that involved open-ended question. This qualitative data was analysed with a thematic analysis that applied concept-driven codes.
Following the deductive way of reasoning a literature review was completed prior to the data collection. Particularities about the cruise industry are presented and what is special about cruise destinations is discussed. In addition to that, literature on the issue to be investigated was reviewed. Thus, a preliminary understanding about how cruise lines choose their ports of call in the Baltic Sea was gained. This understanding served as a basis in order to develop the interview guide and the coding structure.
The data analysis revealed that cruise lines have a strong emphasis on maximising the profitability of a cruise so that ports of call are chosen accordingly. The ports in the Baltic Sea are classified into key ports and less important ones. In order to be a key port, the destination the port is connected to needs a strong appeal to tourists and offer a good potential to sell shore excursions. Other factors that are also decisive are nautical and regulatory issues. Factors that are of secondary importance are the services and facilities that are available at the port. Furthermore, it can be said that pricing of a port is important in relation to what a port can offer to cruise lines. The better the positive influence of a port on the profitability of a cruise is, the higher the port fees a cruise line would accept.
An advice for CMP was given on how to successfully operate the cruise port in Visby. It is recommended for the company to collaborate with the other actors in Visby that are involved in cruise tourism. Furthermore, they need to gain awareness and knowledge of the differences among their customers. Thirdly, it is beneficial for CMP to establish long-term relationships to the cruise lines. (Less)
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author
Bothe, Laura LU
supervisor
organization
course
MGTN59 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Cruise Industry, Cruise Ports, Port Operators, Baltic Sea, Port Pricing
language
English
id
8884536
date added to LUP
2016-06-27 11:38:47
date last changed
2016-06-27 11:38:47
@misc{8884536,
  abstract     = {This master thesis investigates how cruise lines choose ports of call in the Baltic Sea and to what extent port costs are a relevant factor in this decision. The thesis was developed in collaboration with Copenhagen Malmö Port (CMP) who operate the cruise port in Visby. Recently, the company decided to expand this cruise port with the aim to increase the number of cruise ship calls at this destination. The purpose of this thesis is to support CMP in successfully attracting cruise lines and their ships to the cruise port in Visby.
Research was executed in a deductive manner and qualitative methods were chosen. In-depth interviews were conducted with seven different cruise lines that involved open-ended question. This qualitative data was analysed with a thematic analysis that applied concept-driven codes.
Following the deductive way of reasoning a literature review was completed prior to the data collection. Particularities about the cruise industry are presented and what is special about cruise destinations is discussed. In addition to that, literature on the issue to be investigated was reviewed. Thus, a preliminary understanding about how cruise lines choose their ports of call in the Baltic Sea was gained. This understanding served as a basis in order to develop the interview guide and the coding structure.
The data analysis revealed that cruise lines have a strong emphasis on maximising the profitability of a cruise so that ports of call are chosen accordingly. The ports in the Baltic Sea are classified into key ports and less important ones. In order to be a key port, the destination the port is connected to needs a strong appeal to tourists and offer a good potential to sell shore excursions. Other factors that are also decisive are nautical and regulatory issues. Factors that are of secondary importance are the services and facilities that are available at the port. Furthermore, it can be said that pricing of a port is important in relation to what a port can offer to cruise lines. The better the positive influence of a port on the profitability of a cruise is, the higher the port fees a cruise line would accept.
An advice for CMP was given on how to successfully operate the cruise port in Visby. It is recommended for the company to collaborate with the other actors in Visby that are involved in cruise tourism. Furthermore, they need to gain awareness and knowledge of the differences among their customers. Thirdly, it is beneficial for CMP to establish long-term relationships to the cruise lines.},
  author       = {Bothe, Laura},
  keyword      = {Cruise Industry,Cruise Ports,Port Operators,Baltic Sea,Port Pricing},
  language     = {eng},
  note         = {Student Paper},
  title        = {Successful Cruise Port Operations in the Baltic Sea},
  year         = {2016},
}