TS207 MARKETING FOR TOURISM AND HOSPITALITY

MAJOR ASSIGNMENT- DESTINATION MARKETING PLAN

CRUSE SHIP TOURISM IN FIJI

Name: Ateca Talei Tikinivono

Student ID: S11187750
Semester: II
Year: 2023

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Contents
OVERVIEW..............................................................................................................................................3
DESTINATION.........................................................................................................................................4
PESTLE ANALYSIS.................................................................................................................................6
GLOBAL TREND.....................................................................................................................................7
NICHE MARKET.....................................................................................................................................8
THE DESTINATION MARKET PLAN...............................................................................................10
FIVE ACTION STRATEGIES..............................................................................................................11
PROMOTIONAL ITEM THAT CAN BE USED TO ATTRACT THE VISITORS.........................13
REFERENCES........................................................................................................................................14

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 OVERVIEW
Greeting from Fiji! The South Pacific archipelago of Fiji is well known for its breathtaking
natural beauty, lively culture, and kind people. Fiji has grown in popularity as a cruise ship
destination recently because it provides visitors with a distinctive and immersive experience that
highlights the best of the islands. Fiji's cruise ship business has been instrumental in boosting the
nation's tourism industry, fostering economic expansion, and drawing tourists from all over the
world. People travel from all over the world to visit Viti Levu to explore its vast shores because
it is one of the most popular tourist sites.

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 DESTINATION
There is a tiny country called Fiji located in the enormous Pacific Ocean, midway
between Hawaii and Australia. Fiji, a nation of 330 islands, is home to some of the
world's most pristine and unspoiled landscapes. These islands have long served as
a formidable barrier to European explorers and businesspeople due to their rocky
reefs and culture, which is steeped in military traditions. As a result, Fiji has
developed into a civilization with strong communal traditions and a close
relationship to the land. Fiji is one of the friendliest and most hospitable nations in
the world right now, as seen by the traditional Fijian greeting "Bula," which
expresses hopes for a long and happy life. Soon after you arrive, you'll be met
with this sincere greeting, and soon you'll find yourself returning it with an equal
amount of excitement.

THE MARKET
The cruise sector is currently experiencing enormous development, which has increased rivalry
among enterprises in the industry and given cruise customers more options (Han, 2019). The
growth of the cruise industry has caught the attention of researchers who are delving into the
investigation and understanding of many elements impacting client decision-making. As an
example, it has been demonstrated that the complexity of customer decision-making in the cruise
business is caused by the wide range of factors that influence it. The choice sets model is one of
the most popular models created by researchers to help understand travelers' choices for places.
This model, which is thought to be a fairly simple application strategy, consists of three main
phases: the starting set, late consideration set, and final set. When making their travel plans,
travelers move through several phases. According to this concept, the traveler's final decision is
the outcome of a deliberate selection from a constrained set of available possibilities (Radic,
2019).

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STRENGTHS  Scenic Beauty
Due to these features, Fiji is a popular and  Diverse Islands
varied cruise ship destination that attracts a  Cultural Experiences
wide range of tourists looking for natural  Water Activities
beauty, cultural experiences, adventure, and  Adventure Tourism
leisure.  Wildlife and Nature
 Friendly Locals
 Cultural Festivals

WEAKNESS  Weather-Dependent
Although Fijian cruise ship tourism has its  Environmental Impact
drawbacks, these obstacles are not  Crowding.
insurmountable. Many of these problems can  Limited Infrastructure
be resolved with responsible management,  Accessibility
sustainable practices, and collaboration  High Cost
between the government, local communities,
 Seasonality
and the cruise industry, ensuring that cruise
 Cultural Sensitivity
ship tourism benefits both tourists and the
Fijian people while preserving the area's  Dependency on Tourism
natural beauty.  Health Concerns
 Competition

OPPORTUNITIES  Economic Growth

By making the most of these opportunities  Increased Tourism
and putting forth proper and sustainable  Cultural exchange
procedures, Fiji can continue to make money  Tour development
off the cruise ship industry while preserving  Marketing and promotion
its natural beauty and cultural heritage.  Sustainable tourism practice

THREATS  Changing passenger preferences

Fiji must develop sustainable and responsible  Economic leakage
practices in the cruise ship tourism sector to  Security concerns
combat these challenges. These practices  Environmental regulations
should include cultural sensitivity, community  Weather-related disruptions
involvement, environmental protection, and  Cultural sensitivity
ensuring that the economic advantages are
 Economic dependence
shared more fairly across the entire nation.
Effective management of these difficulties
requires cooperation between the
government, local communities, cruise
companies, and other stakeholders.
SWOT ANALYSIS

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 PESTLE ANALYSIS
A PESTLE analysis (Political, Economic, Social, Technological, Environmental, and Legal
factors) of the cruise ship tourism industry in Fiji can help identify the various external
influences and challenges that affect the industry. Here are some factors to consider in each
category. Each of these factors plays a crucial role in shaping the cruise ship tourism industry in
Fiji and should be considered when evaluating the industry's opportunities and challenges. It's
important to conduct a comprehensive PESTLE analysis to develop effective strategies and
policies that promote sustainable and responsible cruise tourism in Fiji.
1. Political Factors:
 Government regulations and policies affecting cruise tourism, including port
access and immigration.
 Political stability and potential changes in government that could impact the
industry.
 Trade agreements and international relations that influence tourism flows.
2. Economic Factors:
 Economic stability and growth in Fiji and its source markets for tourists.
 Exchange rates and their impact on cruise costs for passengers.
 Economic disparities in Fiji and the distribution of benefits from cruise tourism.
3. Social Factors:
 Demographic trends and the preferences of cruise passengers.
 Cultural sensitivity and community engagement to maintain positive relations
with the local population.
 The role of cruise tourism in local employment and social development.
4. Technological Factors:
 Technological advancements in cruise ship design and operation for efficiency
and passenger comfort.
 Digital marketing and booking platforms that impact how cruises are marketed
and sold.
 Data analytics for customer preferences and safety measures.
5. Environmental Factors:
 Environmental regulations and sustainability efforts to protect Fiji's natural
resources.
 The impact of cruise ship emissions and waste disposal on Fiji's environment.
 Conservation efforts to preserve coral reefs and marine life.
6. Legal Factors:
 Maritime laws and international regulations governing cruise operations and
safety.
 Liability and insurance requirements in case of accidents or incidents.
 Labor laws and employment regulations affecting the cruise ship workforce.

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 GLOBAL TREND
There are factors and trends that are impacting the cruise ship industry in Fiji and these can also
have an influence, on the cruise ship industry in Fiji. It's important to note that these trends may
have changed or been further influenced by the COVID 19 since then. Here are some of the
trends;
 Focus on Sustainability and Environmental Responsibility; There is a growing emphasis
on adopting practices in the cruise industry with a focus on reducing emissions
managing waste effectively and protecting marine ecosystems. Given Fijis beauty it is
likely to align with these sustainability trends.

 Health and Safety Measures; The COVID 19 pandemic has brought about changes in
health and safety protocols aboard cruise ships. Measures such as enhanced sanitation
procedures, health screenings and social distancing have become imperative for ensuring
passenger well-being. These measures may continue to impact the industry in Fiji

 Regulatory Changes; Amendments to regulations, health and safety standards as well as

environmental protection laws can potentially affect cruise ship operations globally as
well as in Fiji.
 Experiential Travel; Passengers seeking immersive experiences are driving a trend
towards travel within the cruise industry. With its islands and rich cultural heritage Fiji is
capable of catering to this demand by offering unforgettable experiences.

 Economic Factors; The demand for cruise travel to destinations like Fiji is significantly
influenced by conditions both globally and in source markets for tourists.

These factors collectively shape the landscape of the cruise ship industry while also serving as
potential indicators, for its future evolution. "Fiji must embrace these trends. Carefully evaluate
their compatibility, with the country’s attractions and challenges. Moreover, it is vital to remain
adaptable, to changing trends and regulations to effectively manage the cruise ship industry.

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 NICHE MARKET
The cruise tourist sector in Fiji has grown significantly during the previous ten years, with annual
arrivals increasing by a factor of four since 2013. The increase in tourism to Fiji has been fueled
by the surge in popularity of cruising in Australia and New Zealand. Notably, Australia became
the fourth-largest cruise market in the world in 2015, with a 30% increase in the number of
passengers from ocean cruises. At five major ports—Suva, Lautoka, Denarau, Savusavu, and
Dravuni Island—more than 239,270 cruise passengers entered Fiji in 2018. Although the South
Pacific is still a popular destination for cruises, Fiji's growth is somewhat limited by its distance
from Australia's embarkation ports. The average Australian cruise tourist spent 9.1 days at sea on
a shorter vacation in 2017, demonstrating the popularity of these shorter cruise itineraries. To get
to the closest port in Fiji, cruise itineraries must be at least 12 days long and must depart from
Australia. Therefore, cruise ship calls to Fiji make up a sizeable fraction of all cruise ship visits
and are frequently connected to trans-Pacific and circumnavigational trips.
Furthermore, to the well-liked air arrivals tourism in Fiji, ship travel is a special vacation choice
that lets visitors to fully experience the local way of life. This study has two main goals: first, to
estimate the economic effects of cruising; and second, to offer insightful information about how
the cruise sector affects economic activity. The study intends to identify investment options that
will strengthen the economic advantages of cruise tourism in Fiji using this fundamental data as
a springboard. The goal of the study is to provide a framework that the public sector, private
sector, and donor partners may use for strategic planning, financial investment, and development
in the context of cruising. In particular, there are few statistics on cruise travel in Fiji. In order to
create a baseline for further investigation into the sector's effects on the economy, society, and
environment, this report aims to compile basic economic facts regarding the cruise industry.
Suva, one of just two locations in Fiji that allows port landings, serves as a center for much of
the nation's cruise tourism and as a hub for cruise ship operations. The other notable location is
Lautoka. The Fijian government is presently looking into ways to improve the Suva port's cruise
and business capacities, including the possibility of moving the commercial port. Suva's potential
to remain a popular cruise destination depends on maintaining cruise ship berthing access. Its
accessibility is one of the main reasons for disembarking at Suva. The cruise passenger
experience at the Suva port has to be improved in order to boost passenger experiences and on-
land expenditure. It is well known that one of the main drivers of economic expansion and job
creation is tourism. In Fiji, the tourism sector accounted for more than one-third of total
employment in 2018.
Additionally, Fiji is a pioneer in the Pacific Islands' tourist sector, welcoming more than 40% of
all visitors from outside the area. Nevertheless, the cruise industry is a growing one on a global
scale. In addition to producing a sizable amount of direct revenue, it also has the potential to
create a sizable amount of revenue through other industry partnerships and integrations.
It is important to note that the huge firms that operate cruise ships receive the greatest amount of
these economic benefits, with travel destinations earning a comparatively smaller portion. Since
their every need is met onboard, cruise passengers frequently spend minimally in the places they

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visit, which has a limited positive impact on the local economy. Additionally, when cruise ships
land in shallow waters or improperly handle waste, they may cause ecological issues that could
endanger the environment.
Cruise ships are made to provide guests with a vacation experience that includes lodging and
entertainment while putting an emphasis on onboard comfort and amenities. One of the tourism
market's categories with the fastest growth is the cruise industry. More and more places are
becoming accessible for cruise travel as a result of the recent sharp increase in the number of
passengers choosing cruise holidays. As a result, there is a greater need for bigger cruise ships to
handle this expansion.
Fiji's cruise industry has a significant cultural impact on the islands. For instance, the Cultures
Discovery Cruise offers visitors the chance to engage with both the Fijian and Indian
communities while visiting the islands, reefs, rainforests, and people of northern Fiji. A visit to
Kira Island, where Polynesians from Tuvalu Island settled after being uprooted by rising sea
levels, and Rabi Island, where the Banaba people relocated from Ocean Island, Kiribati, after
being uprooted by the British Phosphate Commission in 1945, are also included in this cruise
experience.

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 THE DESTINATION MARKET PLAN
"Refers to a scenario in which a business capitalizes on an existing product to expand its market
presence. It illustrates how a company with an established product in the market can grow by
increasing sales among its current customer base. The Fiji Cruise Ship serves as an example of
an existing product within the tourism industry and represents an existing market in the same
industry. Over the past decade, the cruise sector in Fiji has experienced substantial growth, with
annual visitor numbers tripling since 2013. The surging popularity of cruises in Australia and
New Zealand has spurred travel to Fiji. Australians now constitute the fourth-largest cruise
market globally, with a 30 percent rise in passengers since 2015. In 2018, more than 239,270
cruise passengers arrived in Fiji and disembarked at five key ports: Suva, Lautoka, Denarau,
Savusavu, and Dravuni Island."

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 FIVE ACTION STRATEGIES
 "An organizational member, such as the advertising director, sales manager, or marketing
manager, is in charge of developing the company's advertising and promotional strategies
in terms of the advertising and promotion strategy. Collaboration with support
organizations is essential, including those directly involved in the development and
implementation of advertising and promotion programs, such as advertising agencies,
sales promotion businesses, specialist advertising agencies, and consultants. For instance,
you'll see billboards and roadside signs advertising the cruise tourism business as you
travel west.

 "With regard to the distribution plan, choosing the right distribution channels is the
cornerstone of a successful sales strategy. The need to adapt and adjust distribution
channels is something that hospitality firms must constantly be aware of, particularly in
light of the changes brought about by online reservation systems, online travel agencies
(OTAs), and the waning influence of traditional travel agents. A marketing strategy
should list all major sales-producing distribution channels along with weekly, monthly,
and quarterly sales volume predictions for each channel.

 "In the area of sales strategy, it is crucial to start by establishing the six main approaches
and providing specifics on how the sales department will put each one into practice.
Specific sales strategies, such as sales blitzes for all accounts or a subset of them,
outreach via phone, direct mail, and personal sales calls, trade show participation,
interaction with travel intermediaries, including incentive bonuses, travel agencies, and
overseas sales representatives, luncheons for important clients, potential clients, and
decision-makers, and travel missions, should be included, support the overall plan.

 Pricing remains a marketing-related activity when it comes to pricing strategy, needing

good coordination between marketing and revenue management. Pricing disputes
between these departments can result from a failure to recognize and take into account
price strategies in marketing and sales plans, particularly in the light of the considerable
influence of online travel agents (OTAs). For instance, the sales force should collaborate
with major clients and intermediaries like tour wholesalers who frequently request price
breaks.

 The development of new products and the enhancement of current ones both strongly rely
on marketing, according to the Product strategy. The role of marketing in this process
differs across various hospitality organizations; it can play a crucial role in some, a
simply advisory role in others, and tragically, it can also play no part at all in some.

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  Social media marketing, as used in the Social Media strategy, is the act of leveraging
websites and social media networks to advertise goods and services. Social media
marketing is becoming more popular among practitioners and researchers alike, despite e-
marketing and digital marketing concepts being dominant in academia.

"Among the five strategies we've selected, the Social Media strategy stands out due to the
widespread access to platforms like Facebook, Instagram, Twitter, and more by the majority of
today's tourists. Given that our primary target market is Australia, we intend to leverage this
strategy for the promotion of cruise ship tourism and to capture tourists' attention. Through
engaging posts featuring videos and photos of cruise tourism, we aim to create an appealing and
immersive experience. Implementing a strategy that promotes investment across all facets of
cruise tourism can foster a sense of responsibility among both visitors and residents. This
financial commitment is designed to support potential cruise tourism initiatives."
Operators, travel agencies, ship owners, passengers, regional tour operators, retailers, tourist
attractions, local government decision-makers, and the general public are all stakeholders in the
cruise tourism business. The strategic actions are primarily carried out by travel agents. To a
global audience, they are in charge of traveling, promoting, and advertising cruise ship tourism.
For instance, travel agents give out promotional items to travelers, such as business cards and
discount cards, providing a 10% discount for going to particular places. This financial aid is
intended to make potential cruise tourist efforts easier.

The objectives and strategies for cruise tourism have been laid forth in the marketing program.
According to a report on the cruise industry in Fiji, the approach comprises developing five new
tourist spots in the nation in an effort to draw more foreign tourists.
The chart presented below is extracted from the 2018 Fiji Cruise Study, which advocates for the
establishment of fresh tourism destinations.

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 PROMOTIONAL ITEM THAT CAN BE USED TO ATTRACT THE
VISITORS

The cruise business relied on television and print marketing to draw potential travelers in the pre-
social media age. This conventional marketing strategy still primarily targets the elder consumer
segment. Younger travelers, however, show less interest in these strategies as social media plays
a larger part in advertising campaigns emphasizing the benefits of cruise ship travel. Given the
enormous user bases on these sites, this move is not unexpected. As an illustration, Facebook
counts 2.44 billion monthly active users globally, offering a substantial customer base. Although
cruise passengers are about 47 years old, the cruise industry is actively focusing on attracting
younger passengers.

Below is the link of our promotional video

https://youtu.be/W6Bpm7Vy9sg?si=LjFhD5osXBirwrtg

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 REFERENCES
 Alegre J., Cladera M. Repeat visitation in mature sun and sand holiday destinations. J.
Trav. Res. 2006;44(3):288–297.
 Kotler, P., Bowen, J., Makens, J.C. and Seyhmus Baloglu (2017). Marketing for
hospitality and tourism. 7th ed. Harlow, Essex, England: Pearson.
 latteluxurynews (2019). Fiji cruise study calls for new tourism destinations. [online]
LATTE Luxury News. Available at: https://latteluxurynews.com/2019/11/20/fiji-cruise-
study-calls-for-new-tourism-destinations/.
 Levett R., McNally. 2003. A Strategic Environment Assessment of Fiji’s Tourism
Development Plan. Advisory Group Version. A Study Undertaken for the World Wildlife
Fund, Fiji.
 Ministry of Industry Trade & Tourism, 2017, MITT and IFC, 2019.
 Tamanilo, A. (2022). Fiji’s Cruise Ship Market Gets Green Light for 2022 (June 17,
2022). [online] Pacific Tourism Organization. Available at:
https://southpacificislands.travel/fijis-cruise-ship-market-gets-green-light-for-2022/
[Accessed 28 Oct. 2022].

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