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The study has focused on the marketing strategy for the tourism cruises in the Baltic Sea,specifically Viking Line Sweden and Tallink Silja’s Sweden. The purpose of the study is tosee their marketing strategy on the social media platforms TikTok and Instagram and howtheir users interact with their posts. Four interviews were applied with people who areinvolved in marketing at Viking Line Sweden and Tallink Silja Sweden, and the study applied29 interviews with travelers who actively chose to travel with the shipping companies. Thestudy has also applied a passive netnography of 200 posts evenly distributed between theshipping companies to see how social media users integrate with their content. This was lateranalyzed by using thematic analysis. The results of the study showed that an implementationof a marketing strategy is used to increase the shipping companies' branding and that posts onsocial media in the form of ship images and behind the scenes provide the most interactionwith users. / I denna studie har marknadsföringsstrategier av kryssningsturism på Östersjön, specifiktViking Line Sverige och Tallink Silja Sveriges, studerats. Syftet med studien är att se till deras marknadsföringsstrategi på sociala medieplattformarna TikTok och Instagram samt hur dess användare interagerar med deras inlägg. I studien tillämpades fyra intervjuer med personer som är verkställda inom marknadsföring på Viking Line Sverige och Tallink Silja Sverige samt tillämpat 29 intervjuer med resenärer som aktivt valt att resa med rederierna.Studien har även tillämpat en passiv netnografi på 200 inlägg jämnt fördelat mellan rederierna för att se hur sociala medieanvändare integrerar med deras innehåll. Detta analyserades senare med hjälp av en tematisk analys. Resultatet av studien visade att en implementering av en marknadsföringsstrategi används för att öka rederiernas varumärkesbyggande samt att inlägg på sociala medier i form av fartygsbilder och bakom kulisserna ger mest interaktion hos användarna.

The purpose of this study was to explore the socio-cultural impacts of cruise ship tourism on Port Vila residents and their coping strategies. The study was conducted in Port Vila over the months of June and July 2006. It employs the use of a qualitative research methodology, of participant observation, and semi-structured interviews with a range of tourism stakeholders, including the government, the church and chiefs, as well as a number of small businesses such as public transport operators, small indigenous tour operators and market vendors. These observations and interviews were conducted at the Mama’s Haus project, Centre Point Market Place, and the main wharf area. This thesis was initially aimed at exploring the strategies that the residents of Port Vila used to cope with the impacts caused by cruise ship tourism. As the research progressed, it become apparent from primary data collected that market vendors have not just adapted to the impacts of cruise ship tourism, but that the consequences of their adaptation may be seen as empowering them. They are empowered not just economically, but also psychologically, socially and politically. However, it must be acknowledged that not all small tourist operators in this study felt positively about the impacts of cruise ship tourism; some may be seen as being disempowered. Furthermore, the empowerment of these market vendors is dependent on the continuous flow of cruise ship visits to Port Vila; something beyond their control. The cancellation of future trips or decrease in the number of cruise ship voyages will have significant consequences for the sustainability of this informal sector and the longevity of these micro-enterprises. The study finding implies that coping strategies should not just address how residents and communities cope or respond to tourism, but should also go further by addressing the consequences of the coping strategies adopted.

Carnival, Royal Caribbean, and Norwegian—the most profitable cruise lines today—emerged between the late 1960s and early 1970s, as the elitist leisure ocean travel industry attempted to recover from economic downturn. These mass-market lines targeted an American middle class that increasingly had the desire and financial means to travel. They secured much of this untapped market by creating packaged vacations that responded to the needs and tastes of a middle-class clientele. Drawing on cruise advertisements, newspaper articles, ephemera, industry documents, travel writing, and memorabilia books, this dissertation analyzes how these three companies used cultural and geographic referents to produce cruise vacations, responding to an increased consumer interest in cultural sampling as an accruement of economic globalization. Findings suggest that cruise ships offered their owners a space to arrange simulated interactions with global cultures—a practice that soon extended to Caribbean cruise ports as these companies gained the market power to influence encounters there. This complex collision of global cultures was advanced by a goal to offer passengers opportunities to discover new worlds. However, many of the cultural representations displayed on cruise ships were pastiches—essentializations drawn from popular media forms and based in Eurocentrism. These were meant to be entertaining, not accurate, representations. Nevertheless, as themed environments gained momentum, these cultural forms helped to transform ships into destinations in their own right—a process through which cruise lines produced a captive audience to siphon passenger spending from the Caribbean. At the same time, cruise lines leveraged their mediating power and economic influence to hide from passengers the supposed poverty, crime, and disease at Caribbean ports, and even the mundanities of daily life there, while increasingly installing mechanisms to appropriate spending from those who chose to debark the ship. These processes intensified as the decades advanced. This study thus finds that cultural homogenization did not result in an immediately apparent reduction of difference, because difference was profitable and central to the mass-market cruise industry’s advertising strategies. However, the surface-level cultural heterogeneity that cruises offered was reduced through a homogenizing vision that balanced novelty with passenger comfort, engagement, and convenience in support of corporate profits. The resulting cultural production process was not suggestive of glocalization, but rather a new phenomenon meriting further research.