Mediterranean Cruise Itineraries and the Position of Dubrovnik

Abstract

Within an analysis of the competitiveness of ports/destinations on an international cruise market, this paper is attempting to answer one of the core and permanent questions: how to obtain relevant, unbiased and objective data/information for such an analysis? The focus of this paper is to analyze the capability and features of data gathered from cruise itineraries, offered through Internet websites, to provide objective and unbiased information on the current market position of a competitive cruise port/destination. This paper is specifically focused on evaluating the scope and relevance of such easily-accessible data sources, with regards to revealing key information for the analysis of competitiveness of Mediterranean cruise ports/destinations but also on assessing the size and structure of the Mediterranean cruise market, and the competitive position of Dubrovnik as one of the leading Mediterranean ports of call. Based on cruise itineraries’ data, offered by 25 cruise companies in 2010, the Mediterranean cruise market was analyzed with regards to the total number of different itineraries and cruises. Moreover, other relevant factors include: the total number of ports/destinations participating in cruise tourism within the Mediterranean; the interdependence of the respective ports, itineraries and cruise companies; the number of cruise ships involved, according to ship size; and the seasonality of cruises. Dubrovnik’s competitive position was assessed through the comparison of cruises that have Dubrovnik as a port of call versus those that do not. Such an approach enables ports/destinations to directly assess their market position whilst also gathering information on the characteristics of ports/destinations that they rely on and/or compete with on different itineraries.