Cruise shipping in Klaipeda port: marketing prerequisites

Abstract

The main issue of the research is a possible development of cruise shipping in Klaipeda port. It is appropriate to evaluate the marketing tools in cruise shipping in Klaipeda port by finding opportunities to improve them. Klaipeda port is able to establish itself in the cruise shipping market by using marketing methods, taking into account the needs of tourists and aims of the port, the appropriate business conditions and competitive advantage. The object of the research is a marketing activity of cruise shipping in Klaipeda port. The goal of the research is a discussion on the optimal marketing tools for cruise shipping in Klaipeda port. The tasks of the research are analysis of external and internal factors, and analysis of marketing mix elements. The type of the research is descriptive. The methodological principle is constructivism. Main methods such as scientific literature analysis, PEST and SWOT analysis, comparison, analysis of marketing mix elements and synthesis were used in the research.