Original scientific paper
Service branding in the cruise industry: A case of the Norwegian Coastal Voyage (Hurtigruten)
Hugo Skaalsvik
; Department of Business Administration and Social Sciences, Harstad University College, Harstad, Norway
Bjørn Olsen
; Bodø Graduate School of Business, University of Nordland, Bodø, Norway
Abstract
This paper reports research on service branding carried out on the prestigious Norwegian Coastal Voyage, or Hurti-gruten, which is its brand name. The primary research instrument employed in the research was semi-structured in-depth interviews with managers and service personnel previously and presently employed by the shipping line Hurtigruten ASA. The paper shows that a set of factors influences on service branding on the Hurtigruten, the most important being new leadership, management preferences, competitive pressure and changing market preferences. A model is suggested that shows how the identified factors interact and influence service branding on the Hurtigruten.
Keywords
service brand; qualitative research; case study research; the Norwegian Coastal Voyage; Hurtigruten
Hrčak ID:
113262
URI
Publication date:
26.12.2013.
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