engleski

Marketing communication in the river cruise industry

River cruising represents one of the fastest growing segments of tourism with a tendency of further accelerated growth. At the same time, in the midst of market competition growth, the contents, boats, organization, business philosophy and strategies of all involved in river cruises are gradually changing, and there is a need for use of the marketing concept as well as a thoughtful management of the marketing program. In recent years, riverboat operators have increased their marketing budgets multiple times, leading to increased exposure of their products to potential consumers, i.e. increased visibility of products and has indirectly influenced a sustained increase in river cruise sales. The aim of this paper is to examine and determine the basic characteristics of the marketing communications in the river cruise market that are communicated by the key holders and creators of river cruises, i.e. riverboat operators who use different media for transmission of their messages such as newspapers, radio and telephone as a traditional media and Internet as a new media that allows direct connection with consumers, creating interactions and relationships with them. For the purpose of collecting primary data, analysis of documentation method was used, including the analysis of websites of the largest riverboat operators. The contribution of the work will be expressed by identifying the key determinants of the application of marketing communications to achieve the business goals of riverboat operators in the conditions of strong market competition and challenging demand which is under the influence of new technologies, with a strong need for an adventure travel and a discovery of the new and the unknown.

cruise industry ; river cruise ; riverboat operators ; marketing communication

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