The case study of international cruise lines and the domestic local agents in Taiwan

Abstract

Up to early 2014, the world top three cruise groups are Carnival Cruise Lines, Royal Caribbean Cruise Lines and Star Cruises, according to their fleet size and market share respectively. British maritime research institution Ocean Shipping Consultants (OSC) reported that the Asian cruiser has grown as much as 500,000 passengers every five years, which has occupied 8-9% of the world's cruise market annually, indicating that the market sector has gradually migrated from North America to Asia (CCYIA, 2013). Purpose of this study was to explore the perception of the international cruise fleet and their sales agents, aim at the international cruise market development and market needs of the Taiwan region. There were five personnel in charge each from " the international cruises lines" as well as "the domestic sales agents" were interviewed in such as the United States, Japan and Taiwan. Finally, an exploratory case study was conducted by analyzing all interview contents. Interview case analysis found that the domestic marketing strategies of the major cruise agents taken was mainly in industrial alliances, relationship marketing, media marketing and exhibition marketing, etc. As the scale or size is the main cause of the Taiwanese travel agency, operating in small broad traits related activities. The agents of the enterprise feature because of the international cruise agents in the global market related to the original location, and shaping their own business styles accordingly. As to the perception of the cruise related image of Taiwan, more than half of the cruise industry is not familiar with of the sea ports and tourist attractions in Taiwan. The cruise industry considered the potential of tourist attractions of Taiwan inadequate. In terms of European and American markets for tourism, Taiwan still needs to strengthen international publicity exposure. But if compared with Japan, Korea or other Asian countries, visibility and fame of Taiwan in regional is ranked much higher than the others. In the cross-strait shipping perspective, this study found the current cross-strait shipping is not very much related with the cruise market in Asia, the cruise company has shown little interest with the cross-strait shipping business during the interview. In the policy perspective, the industry admitted that there was indeed a great development potential expected in Asia cruise market, but also increasing emphasis on corporate policies related to this market, but whether it will be calling or home ported in the ports of Taiwan, it will all depend on the extent of the supporting element of the relevant government policy, market-related planning and international marketing capabilities.