Abstract:

Cruise tourism has become an important input in terms of tourism revenues of the countries. Increasing importance of cruise tourism has been possible not only with the impact of macro environmental factors, but also with the impact of micro environmental factors. Advertisements play a crucial role for cruise shipping companies to promote themselves to their existing and/or potential customers.  The purpose of this study is to investigate the perceptions of the potential consumers regarding the advertisements of selected cruise shipping companies that take place in social media according to the certain variables. The study consists of two main stages. In the first stage of the study, advertising concept within the scope of marketing communication and advertising activities of cruise shipping companies were explained and discussed.  Then,  selected advertisements from social media, were viewed by the sample of the study.  After that, their perceptions and evaluations were identified within the scope of variables that were extracted from the literature review. Hence, it was also discussed how effective the advertisements were utilized as an important element of marketing communication that was being used to reach target customers by cruise tourism and thereby cruise shipping companies, and also taking a considerable share among marine tourism activities. This study contributes to reflect how the messages of advertisements that the cruise shipping companies provide on social media and web sites, are percepted by target market.

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