Port of Turku growth possibilities in cruise industry
Forss, Sofia (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019111921597
https://urn.fi/URN:NBN:fi:amk-2019111921597
Tiivistelmä
This thesis was made for Port of Turku to study their growth possibilities in cruise industry. The aim was to find common factors that are preventing cruise ships from coming to Turku. Different options and possibilities to enhance the business could be concluded through the information gathered from theoretical publications and interviews.
For the theoretical part, the data was collected mainly from online sources since theoretical books from this industry are still made very few. The theory is summing up all the main areas that need to be covered when planning a cruise. These areas are technical needs for ship and the port, itinerary planning and costs. In addition, it goes through the overview of the cruise industry, port’s competitive advantages, benchmarking as well as business-to-business marketing. For analyzing the opportunities, the thesis introduces SWOT and risk matrices.
The empirical part was executed by analyzing Port of Turku in the light of the theory part. Its aim was to evaluate different possibilities and considerations for future developments. The empirical part was conducted as an interview to collect data from possible customers that could share their opinion about Port of Turku and its pros and cons. Based on those interviews, there was created four development options; promotion day, cruise package, new unique options for cruise passengers and influencer collaboration.
For the theoretical part, the data was collected mainly from online sources since theoretical books from this industry are still made very few. The theory is summing up all the main areas that need to be covered when planning a cruise. These areas are technical needs for ship and the port, itinerary planning and costs. In addition, it goes through the overview of the cruise industry, port’s competitive advantages, benchmarking as well as business-to-business marketing. For analyzing the opportunities, the thesis introduces SWOT and risk matrices.
The empirical part was executed by analyzing Port of Turku in the light of the theory part. Its aim was to evaluate different possibilities and considerations for future developments. The empirical part was conducted as an interview to collect data from possible customers that could share their opinion about Port of Turku and its pros and cons. Based on those interviews, there was created four development options; promotion day, cruise package, new unique options for cruise passengers and influencer collaboration.