Award Date

Spring 2012

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

First Committee Member

Carola Raab, Chair

Number of Pages

43

Abstract

Purpose: The purpose of this professional paper is to develop a guideline of green marketing strategies for cruise managers in North America.

Statement of objectives: This paper will develop a customer relationship model according to the literature review of customer behavior and customer relationships in the hospitality industry. Meanwhile, the characteristics of green customers and the most popular green practices in the hotel and restaurant industry, and current sustainable achievements in the cruise industry will be investigated respectively. The green marketing guideline will be explored basing on the customer relationship model and the investigations of green customers and green practices from the literatures.

Justification: The number of serving cruise ships is increasing year by year. The annual cruise customer volume is also keep growing in recent years. The cruise industry has put much more pressure on global environment than before. Cruise managers have realized this problem and try to carry out all kinds of green practices to minimize cruise ships’ negative influences on local environment. It is necessary to know what green practices should be developed and how to develop. Moreover, cruise managers need an effective advertising method to announce achievements of green practices to public and more potential cruise customers. By conducting green marketing strategy, cruise companies can build valuable green reputation and brand image. In other words, a good green marketing strategy can help a cruise company to be a winner in the violent marketing competition.

Keywords

Cruise lines; Cruise ships; Green marketing; Ocean travel – Environmental aspects; Tourism

Disciplines

Hospitality Administration and Management | Marketing | Sustainability | Tourism and Travel

Language

English


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