By Zrinka Marušić, Ivan Sever, Neven Ivandić (auth.), Alexis Papathanassis, Tihomir Lukovic, Michael Vogel (eds.)
The development and elevated approval for cruises is followed via a few sustainability concerns in regards to the atmosphere, the port economies and societies; on board and at shore. The sustainability critical finally results in operational, low in cost in addition to image-related demanding situations for the sector's decision-makers and stakeholders. This number of peer-reviewed papers, awarded throughout the third overseas Cruise convention (Dubrovnik, Croatia), seeks to handle these matters and give a contribution to their administration within the mid-term.
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Extra info for Cruise Tourism and Society: A Socio-economic Perspective
From such aspect identity and brand image are quite different. From the perspective of branding, perception and considerations of perception are focused on the brand. From the perspective of the branding strategy, perception and considerations of perception are focused on the added value of the brand. Such relations are particularly related to guest attempts to construct their own image. The tourist and the brand realize a certain interdependent relationship. Branding strategy in tourism requires interaction with elements of the marketing mix along with interaction and creation of relations with guests.
It has been called “BPD” because the shaping of branding strategy has been done on a platform of concrete market need to which the product is intended. Today organizational systems of value depend on market behaviours. Suitable way of shaping the branding strategy is the precondition for wished market positioning as well as for the satisfied customers (Doyle 2002). Most of the tourist companies today do business with only a part of total capacity. Suitable practical model of shaping branding strategies is a presumption that a tourist company does business with the full capacity.
Branding strategy should be primarily focused on possible future growth of sale and doing business, as well as on operational models of managing tactical market operations in relation with the competition and with all important levels of public on the market. Shaping of exact branding strategy means a good quality informational system about all development and business possibilities of the product. That way, branding activities are placed on the position between the market environment and the company.
Cruise Tourism and Society: A Socio-economic Perspective by Zrinka Marušić, Ivan Sever, Neven Ivandić (auth.), Alexis Papathanassis, Tihomir Lukovic, Michael Vogel (eds.)