The Study on Marketing Communication of LUXURY CRUISES – Take SCENIC LUXURY CRUISES & TOURS for Example

• Main Authors: LAI, ALLY, 賴慧蓉
• Other Authors: HSU, AN-CHI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/akn7en

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 106 === Travel has become a popular way of lifestyle nowadays, in the past, people travel from short term of domestic trips until now they would do long term of international journey, some people choose to travel in an economic backpacker’s way, some would choose to travel in a trendy luxurious way. The transportation way has also evolved from land moving via cars and trains, to flying in the skyway by airplanes, and now the waterways has just become a new popular way of traveling, people started taking cruises and tours either in the ocean or in the rivers. Luxury cruises is under the spotlight in travel industry lately, all cruise liners are trying their best to design innovative new vessels and develop new itineraries to attract cruise travellers, and it is the time for them to figure out how to communicate with the markets to drive good business result. The writer of this thesis is working for SCENIC LUXURY CRUISES & TOURS as the Business Develop Manager responsible for ASIA market, the study of this thesis will be based on her own executed working experiences as well to analyse the information of researches and reports from third party organizations and relevant websites real travellers’ reviews as the reference, and of course from luxury travel and cruises relevant public thesis to find out what is a better way of communicating with the markets. This study is expected to get the clear view of luxury travel trend and cruises business development consolidation, to form a formula of strategical marketing communication ways for assisting cruise liners to make significant sales growth in the future.