Task 1: Desk Research
Background of the Research
The desk research collects information from the existing sources and suggests low-priced methods. The desk is generally done at the beginning of the market research. The research will consider the macro environment issues of the Australian cruise industry (Bayazit, Sune and Kirval, 2015).
Macro Environment Forces
Political Factors – The political government of Australia has imposed some restrictions on the cruise industry, but the industry still has its influence on the limitations on travel, taxation, and entertainment laws
Economical Factors – The economic climate has a substantial impact on the Australian cruise industry.
Social Factors – The social factors which affect the Australian cruise industry are average age, markets, and cultural rules.
Technological Factors – Technology has added onboard experience to the travelers by giving them services like Wi-Fi and high-speed internet facility to keep track of the children.
Sources of Information Collection
The different sources of collecting information in desk research are a newspaper, journals, and statistics of trade, government laws, directories and reviews for commercial purposes (Font, Guix and Bonilla-Priego, 2016).
Information Collection Tools and Methods
Internal Desk Research – Internal desk research could help the cruise industry to internally collect information of the sector as a standard procedure.
External Desk Research – External desk research improves the cruise industry and includes customer desk research, online desk research, and government published information.
Identifying of All Ethical and Legal Principles for Information Collection
The ethical principles recognize the need of researchers not to put the respondents in risky or harmful situations as an outcome of taking part in the research.
The legal principles identify the need of the researchers to be conscious of the different regulatory bodies involved in the research.
Initial Research Findings of Macro Environment - Opportunities and Threats
Opportunities – The cruise industry of Australia has the potential to expand in the fast-growing markets of Europe.
Threats – The expansion of new markets might be not successful if the cruise industry of Australia does not predict the markets accurately.
Task 2: Research Methodology to Recruit the Respondents and Research Information Analysis
The objective of the research is to study the Australian market, as a large cruise firm wants to select Australia as its new location.
Finding Information for Research
The research information could be found in the following ways:
- Identification and selection of a topic
- Primary search for data
- Locating the research materials
- Analysis of the sources
- Note the data
- Writing of the research paper
Methods for Collecting Information
There are two types of research methodologies, and they are as follows:
Qualitative Research – This method is utilized for collecting non-numerical information. The interviews, focus groups, records of the industry, observational methods could be used in qualitative research.
Quantitative Research – This method is used to collect numerical data from the existing customers of the cruise industry. It could use sampling methods as well as online surveys, online polls and questionnaires to conduct the research.
Identifying Respondents for Data Collection
The respondents for data collection are the passengers of the cruise industry of Australia. The passengers could travel for business purposes as well as for vacations.
Factors Considered For Selecting Respondents for Data Collection
The factors might be considered for selecting respondents for data collection are as follows:
- Factors which might impact the passengers while choosing an airline
- Factors which might influence the increase of travelers’ by cruise in Australia
Valid Data and Relevant Quality of Data
To make sure that the data are valid, the data have to be accurate and proper while researching the survey. The researchers have to represent the survey and have to be strong enough to show that the validity of the data is high.
To ensure the consistent quality of data, the researchers have to check that the data are free from any types of errors.
Summarization of Data Analysis by Utilizing Appropriate Techniques
Mean – This method will find out an average number of passengers traveling in cruise.
Median – This method will find out the middle value of the passengers if the number of passengers is in odd numbers.
Mode – The mode method will find out the value of those passengers those who traveled mostly by cruise.
Percentile – This method will give information about least traveled and highest traveled cruise passengers.
Range – This method will find out the average value by finding the difference between highest traveled passengers and least traveled passengers.
Standard Deviation – This method will find out the average numbers of only interested cruise passengers.
Type of Analysis to be undertaken
The objective of the survey determines to take the statistical analysis. The aim of the research is to study the Australian market, as a large cruise firm wants to select Australia as its new location. The first task of statistical analysis is to carry out the descriptive analysis of the variables. For qualitative variables, frequencies and percentages are used. For quantitative variables, means and deviations are used to show the results. The predictive study is conducted on the basis of several regression models.
Interpretation of Data with Statistical Tables
Cruise Passengers Counts from 2015-2017
(Source: Pike and Page, 2014)
100,000 Australians passengers traveled by a cruise to New Zealand in 2015, and 6.1% growth in 2016 took the toll of Australian passengers to 106,737. The Australian cruise industry has reached to one million Australian cruise passengers in the year 2016 (Han and Hyun, 2018). The latest report on cruise industry by Cruise Lines International Association has published that it is the largest share by per population and for the first time any country has exceeded 4% (Henry, Hamlin and Simpson, 2015).
The Source Market Report of Cruise Industry has reached a record number of ships in Australia for the holiday seasons in 2017-2018 which includes some of the largest ships of the world (McCaughey, Mao and Dowling, 2018).
Task 3: Research Report
The main issues faced by the Australian cruise industry are the forces of the macro environment. The political government of Australia has imposed some restrictions on the cruise industry. The social factors which affect the Australian cruise industry are average age, markets, and cultural rules.
Categorization of Data and Information Relevant To the Research Objective
Figure 1: Market Penetration of the Cruise industry in Australia
(Source: Pike and Bianchi, 2016)
The objective of the research is to study the Australian market, as a large cruise firm wants to select Australia as its new location. Australia is continuing to lead the cruise industry all over the world, with market penetration of almost 5.7% (Whyte, 2017).
Figure 2: Passenger Growth of the Cruise industry in Australia
(Source: Ruhanen, Whitford and McLennan, 2015)
A last ten years analysis has shown that cruise passengers have increased by 30%, with 60,000 more passengers selecting to travel in cruise in the year 2017 (Satta et al., 2015).
Overview of Findings, the Main Points and Supporting Arguments
The respondents for data collection are the passengers of the cruise industry of Australia. The usage of Panel Services is a most convenient process to identify the respondents of the research. The ethical principles recognize the need of researchers not to put the respondents in risky situations.
- The cruise industry has to take vital steps to improve the cruise ships like improvement in fuel efficiency
- The cruise industry could take measures to enhance the experiences of the cruise passengers.
Recommendations on Future Research
- The cruise companies have to invest in a long-term basis in research to bring innovative changes in the Australian cruise industry
- The research has to maintain the pace for further improving and increasing the profits gained and reducing the costs of the cruise ships.
Bayazit, S., Sune, A. and Kirval, L., 2015, July. Main factors to select a cruise homeport in the Mediterranean region: A perspective from the cruise industry agents. In Logistics, Informatics and Service Sciences (LISS), 2015 International Conference on(pp. 1-5). IEEE.
Font, X., Guix, M. and Bonilla-Priego, M.J., 2016. Corporate social responsibility in cruising: Using materiality analysis to create shared value. Tourism Management, 53, pp.175-186.
Han, H. and Hyun, S.S., 2018. Role of motivations for luxury cruise traveling, satisfaction, and involvement in building traveler loyalty. International Journal of Hospitality Management, 70, pp.75-84.
Henry, J., Hamlin, R. and Simpson, E., 2015. The Local and Long-Haul Cruise Passenger Market Segments: What are the Implications of Their Emergence for Cruise Destinations?. Tourism in Marine Environments, 10(3-4), pp.159-175.
McCaughey, R., Mao, I. and Dowling, R., 2018. Residents’ perceptions towards cruise tourism development: the case of Esperance, Western Australia. Tourism Recreation Research, 43(3), pp.403-408.
Pike, S. and Bianchi, C., 2016. Destination brand equity for Australia: testing a model of CBBE in short-haul and long-haul markets. Journal of Hospitality & Tourism Research, 40(1), pp.114-134.
Pike, S. and Page, S.J., 2014. Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, pp.202-227.
Ruhanen, L., Whitford, M. and McLennan, C.L., 2015. Indigenous tourism in Australia: Time for a reality check. Tourism Management, 48, pp.73-83.
Satta, G., Parola, F., Penco, L. and Persico, L., 2015. Word of mouth and satisfaction in cruise port destinations. Tourism Geographies, 17(1), pp.54-75.
Whyte, L.J., 2017. Understanding the relationship between push and pull motivational factors in cruise tourism: A canonical correlation analysis. International Journal of Tourism Research, 19(5), pp.557-568.