The changing consumer: ‘digital cruising’

Warning

As of July 2018 University of Brighton Repository is no longer updated. Please see our new repository at http://research.brighton.ac.uk.

Pantelidis, Ioannis (2016) The changing consumer: ‘digital cruising’ In: Weeden, Clare and Dowling, Ross, eds. Cruise ship tourism. CABI Publishing, Wallingford, UK, pp. 348-360. ISBN 9781780646084

[img] Text
The changing consumer- ‘digital cruising’.pdf - Published Version
Restricted to Registered users only

Download (990kB)

Abstract

This chapter focuses on the effects of an ever-increasing digital transformation on the cruise industry. Consumer habits shift from traditional purchasing to online and mobile purchasing. Technology has added new elements to the cruising experience enabling a new form of consumer-generated experiential marketing. Mobile technology and social media have extended the cruise experience cycle and forced the cruise sector to adapt their marketing strategies to consider the effect of social media marketing, as well as the implications of mobile purchasing, and online gathering of information. From Carnival’s launch of ‘Best blogs at Sea’, to the many Twitter accounts relating to the cruise sector, and to the Second Life virtual space of Oceania Cruises, it is evident that early adopters in the sector have realized they need to reconsider their branding strategies and align them to the new consumer of the digital era.

Item Type: Chapter in book
Subjects: L000 Social Sciences > L300 Sociology > L311 Sport and Leisure
N000 Business and Management > N800 Travel, Tourism and Transport Management > N830 UK Tourism
N000 Business and Management > N800 Travel, Tourism and Transport Management > N840 International Tourism
N000 Business and Management > N800 Travel, Tourism and Transport Management > N860 Tourism Management
N000 Business and Management > N800 Travel, Tourism and Transport Management
L000 Social Sciences > L300 Sociology > L312 Travel and Tourism
N000 Business and Management > N500 Marketing > N580 Tourism and Travel Marketing
N000 Business and Management > N800 Travel, Tourism and Transport Management > N890 Travel, Tourism and Transport Management not elsewhere classified
N000 Business and Management > N500 Marketing > N570 Hospitality Marketing
Depositing User: Converis
Date Deposited: 14 Sep 2016 03:01
Last Modified: 14 Sep 2016 08:55
URI: http://eprints.brighton.ac.uk/id/eprint/16008

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year