TS207 MARKETING FOR TOURISM AND HOSPITALITY

CASE STUDY ASSIGNMENT

DESTINATION: CRUISE SHIP FOR TOURISM INDUSTRY IN FIJI

Name: Ateca Talei Tikinivono

STUDENT ID: S11187750
MODE: Print
 CASE STUDY BACKGROUND

The South Pacific country of Fiji is known for its stunning islands, lively culture, and welcoming
people. Fiji's entire tourism business has seen growth in the cruise ship tourism sector. It offers a
distinctive means for travelers to conveniently and adventurously take in the stunning
landscapes, rich culture, and marine life of the area. It is a well-known travel destination that
draws tourists from all over the world. The cruise ship industry is one of the most important
components of Fiji's tourism sector. The cruise ship tourist niche in Fiji faces two significant
marketing issues, and this case study will examine these challenges and suggest three marketing
tactics to overcome them.
The cruise ship sector in Fiji has expanded rapidly over time. In order to accommodate larger
cruise ships and offer tourists a wide variety of services and amenities, the government and local
businesses extensively invested in infrastructure development. Cruise ship tourism developed
into important centers at ports like Port Denarau and Suva Port, which provide a range of shore
excursions like village visits, beach trips, and local market tours.
The sector has considerably boosted local enterprises and created employment possibilities,
which has benefited Fiji's economy. As cruise guests have the chance to fully experience local
traditions and customs during their brief stays, it has also helped to promote Fijian culture to a
global audience.
The sector does face certain difficulties, though. Seasonal variation brought on by the nation's
tropical climate causes a considerable influx of cruise ships during the dry season (May to
October), while arrivals significantly decline during the wet season. Further complicating matters
for Fiji's cruise tourism industry is the rising rivalry from other South Pacific nations like New
Caledonia and Vanuatu.
The Fijian cruise ship industry has persevered and adapted in the face of these obstacles. The
post-COVID-19 age brings with it a new set of difficulties, but with thoughtful planning and
creative responses, the sector is well-positioned to recover and carry on playing a significant part
in Fiji's tourism industry.
 PESTLE ANALYSIS
To understand the context of the challenges, we will conduct a PESTLE analysis to evaluate the
external factors impacting the cruise ship tourism industry in Fiji.
 Political: Fiji has a stable government, which is actively promoting tourism as a key
economic driver. Political stability is conducive to the growth of the cruise ship industry.
 Economic: Fiji's economy heavily relies on tourism, including the cruise ship sector.
Economic fluctuations and changes in tourists' spending patterns can significantly impact
the industry.
 Sociocultural: Fiji's culture and traditions are an attractive aspect of its tourism industry.
Understanding and respecting these cultural norms is crucial for successful marketing.
 Technological: Advancements in digital marketing and the use of technology for cruise
ship bookings are integral to staying competitive in the tourism market.
 Environmental: Fiji's pristine natural environment is a major attraction. Sustainable
practices and responsible tourism are becoming increasingly important.
 Legal: Compliance with international maritime laws and regulations is vital for cruise
ships operating in Fiji.
This diagram below shows the respond that if locals are aware of the effects of tourism and whether
there are any correlations between latent variables related to the environment and economic pillars
that would suggest a lack of sustainability.
 MARKETING CHALLENGES
The market challenges that the cruise tourism sector must overcome can change depending on
the location, the state of the economy, and world events. Two prominent marketing challenges in
the cruise ship tourism industry in Fiji are as follows:

Challenge 1: Seasonal Variability

The cruise ship industry in Fiji experiences significant seasonality. Most cruise lines prefer to
operate during the dry season (May to October) to avoid cyclones and maximize visitor
experience. During the wet season, cruise arrivals drop, and this leads to underutilized facilities
and workforce.

The chat below shows the number of cruise ship that has been arrived in Fiji from the month
of January to July the number of cruise ship was 14. Therefore, from August-December the
Tourism Industry an expected to have 32 cruise ship visiting our country. This shows the
number in cruise arrivals throughout the year, emphasizing the lower numbers during the wet
season and higher numbers during the dry season.

Number of cruise ship arrive in Fiji

35

30

25

20

15

10

0
January-July August-December

Number of cruise ship arrive in Fiji

Challenge 2: Competition and Market Saturation
Fiji faces growing competition from neighboring South Pacific destinations, such as New
Caledonia and Vanuatu, which have also developed their cruise tourism infrastructure. This
competition, combined with market saturation, poses a challenge for Fiji in attracting new cruise
lines and maintaining a strong market share.

The pie chat below shows the percentage of competition on the market structure on the
competition of the new cruise ship that arise in each tourism sector in Fiji and other
competitors. Why Fiji got the highest percentage on competition on market structure because
of their natural beauty, cultural richness, outdoor activities and many more.

Competition on Market Saturation

30% Fiji
Neigboring South Pacific Destina-
tion

70%
 RECOMMENDED MARKET SOLUTION

Solution 1: Diversification of Cruise Itineraries

To address the seasonal variability challenge, Fiji can work with cruise lines to diversify their
itineraries. This can involve promoting off-season attractions and events, such as cultural
festivals, that can entice cruise operators to visit during the wet season. Furthermore, incentives
like reduced port fees during the wet season can attract cruise lines.

Solution 2: Destination Marketing and Differentiation

Fiji should focus on destination marketing and differentiation to tackle competition and market
saturation. This involves:
 Cultural Emphasis: Fiji should emphasize its unique cultural experiences through
authentic cultural shows, local cuisine, and workshops, differentiating it from other
destinations.
 Sustainability: Promote Fiji as an environmentally responsible destination. Eco-friendly
practices and certification programs can appeal to cruise lines focusing on sustainability.
 Digital Marketing: Enhance Fiji's online presence to reach a wider audience. Utilize
social media, virtual reality tours, and interactive content to engage potential visitors.

Solution 3: Strategic Partnerships and Incentives

Fiji can collaborate with cruise lines to create strategic partnerships and offer incentives. This
can include:
 Collaborative Marketing: Joint marketing campaigns with cruise lines to highlight Fiji's
unique selling points.
 Exclusive Experiences: Develop exclusive experiences for cruise passengers, such as
private island tours, that can only be accessed via Fiji-based cruises.
 Economic Incentives: Offer financial incentives to cruise lines, such as reduced port
fees, to encourage them to make Fiji a more frequent stop in their itineraries.
 CONCLUSION
The cruise ship tourism industry in Fiji faces challenges related to seasonal variability,
competition, and market saturation. To overcome these issues, it is crucial for Fiji to diversify its
cruise itineraries, focus on destination marketing and differentiation, and establish strategic
partnerships and incentives. By implementing these marketing strategies, Fiji can strengthen its
position in the cruise ship industry and continue to attract cruise tourists to its beautiful shores.
Moreover, adapting to the changing dynamics of the PESTLE factors is essential for long-term
sustainability and growth in the cruise ship tourism sector in Fiji. The cruise ship tourist sector is
at a turning point when it must overcome a number of marketing obstacles if it is to recover and
develop. Another way to overcome these difficulties is with strategic planning and creative
solutions. The sector can draw in a wider spectrum of customers and ensure its long-term
profitability by adjusting to shifting consumer preferences, tackling environmental issues head-
on, and utilizing technology.
Despite these difficulties, the industry has demonstrated remarkable tenacity and adaptation. The
Fijian cruise ship industry has the ability to not only overcome these challenges but also to
prosper with the use of effective marketing techniques and a commitment to sustainable business
practices. It may continue to draw a variety of visitors, support regional companies, and support
the expansion of Fiji's economy as a whole.
The industry is dealing with never-before-seen difficulties in the post-pandemic age. However,
this also gives the sector a chance to innovate and adjust. The cruise ship tourism business can
successfully navigate through these challenging times and set sail towards a bright future by
adopting strategic steps to improve the visitor experience, putting sustainable practices into
practice, and effectively marketing the distinctive offerings of Fiji.
 REFERENCES

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