WHICH HOMEPORT IN EUROPE: THE CRUISE INDUSTRY'S SELECTION CRITERIA
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Keywords
Cruise industry, selection criteria, home-ports, ports of call, ports competition
Abstract
This paper presents the results of an empirical research that aims to (a) identify the criteria on which the cruise companies select a homeport, and (b) conclude on the hierarchy that each of these criteria is prioritised. A broad literature review, along with brainstorming sessions, concluded on a wide list of potential criteria. Based on these findings, a questionnaire was developed and distributed to experts that include cruise companies, agents and cruise ports. The analysis of the collected data determines the criteria on which the cruise industry chooses a homeport and the gravity that each criterion has on their decision. Based on the empirical findings, the paper draws up potential strategies for a cruise terminal in order to become a leading cruise port. As competition between cruise ports intensifies, and the cruise industry is increasingly marked by concentration, the provided responses are of vital importance for the future development of cruise ports and, more general, maritime tourism.