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The Short, Unhappy Life of an Australia-Based Cruise Line

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The history of the Australian cruise sector is peppered with tales of failure. These range from merely publicized ideas that never moved further, to companies that promoted forthcoming cruises and ships with extensive tangible marketing products, to registered companies that employed several hundred people who eagerly anticipated the widely promoted arrival of a superannuated North Sea ferry supposedly converted to a luxury cruise ship. This article examines the rise and fall of a cruise company that had a real ship with real cruise itineraries. The Norwegian Capricorn Line was present in Australian waters for just 22 months from December 1998 to October 2000. During that time the public was targeted widely with promotional material and the media chartered its course with avid interest. Factors that contributed to the company's demise included poor management, changing marketing strategies, lack of anticipated business from the American fly/cruise market, and the small size of the Australian cruise tourist market.
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Keywords: Australian cruise market; Cunard; Key words: Cruising; Norwegian Capricorn Line; Norwegian Cruise Line (NCL); P&O; Star Cruises

Document Type: Research Article

Affiliations: 1: Pacific Profiles, PO Box 229, Alstonville, NSW 2477, Australia 2: †School of Tourism and Hospitality Management, Southern Cross University, Military Road, Lismore, NSW 2480, Australia

Publication date: March 1, 2001

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  • Pacific Tourism Review is designed to meet the needs of the fastest growing tourism region. The tremendous changes in outbound and inbound travel patterns occurring in the wider Pacific area and their associated effects on the economy and environment demand a publication that specifically focuses on this area. Pacific Tourism Review aspires to advance excellence in tourism research, promote high-level tourism education, and nourish cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in Pacific tourism are served by documenting industry practices, discussing tourism policy and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changes in tourism patterns throughout the Pacific region.
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