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A Case Study of MSC Cruises - Data and Media Analysis (Final.V) AT3 - Individual Report - Removed
A Case Study of MSC Cruises - Data and Media Analysis (Final.V) AT3 - Individual Report - Removed
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1.0 Introduction
MSC Cruises is a subsidiary of the Mediterranean Shipping Company S.A (MSC).
The parent company of MSC Cruises operates the largest container freight hauling
operation in the world, growing past the 25-year position holder – Maersk, by achieving
greater TEU capacity despite having a smaller fleet (Alphaliner, 2022, via Tan H., 2022).
The subsidiary company MSC Cruise is an international cruise line founded in Naples,
Italy in 1989. It is registered in Switzerland and based in Geneva. MSC Cruises which
employs a global 30,000 staff, within a fleet of 22 vessels and 110 offices across all
continents as of 2022 (MSC Cruises, 2022). MSC Cruises is the fourth-largest cruise
operator in the world after the Carnival Corporation, Royal Caribbean Group, and NCLH-
Norwegian (Mazur, 2021). The company also dominates the most market share in South
America, Europe, the Gulf Region and Southern Africa, with a highly competitive
presence in North America, the Caribbean, and East Asia (MSC Cruises).
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2.2 Onboard Geo-Location Service
MSC Cruises vessels can have from 12 to 15 floors accessible to passengers. Across
the many areas, such as accommodation, entertainment, restaurants, movie theater,
waterpark and other places to visit, it would be extremely resourceful for the passengers
to be aided by an onboard location tracking application, which is exactly what the top
cruise ship companies in the industry are doing, including MSC Cruises (Cerravala, 2018).
The location services are facilitated by beacon technology which communicates between
radio beacons located around the ship and the user’s device to determine location.
Figure 1.0
The highly customer oriented location feature of the app helps the passengers to
easily find their way anywhere by simply searching a type or specific location, selecting
the location, either by search, or on the map, and following the real time path generated
for them on the map.
In addition to helping the passengers find recreation during the trip, the integrated
location services have more critical utilizations as well. For example, it allows parents to
finding the location of passengers under their supervision - children. Another key use of
the location applications is for the management to collect mass data from all the
passengers’ location information and find out where to allocate more staff, such as
accumulating cues or highly occupied sunbed areas (Dickson, 2019). This is highly
important to employ an efficient number of staff and save costs and effectively satisfy the
passengers’ queries at the same time.
2.3 Augmented Reality Touring
MSC Cruises is a cruise fleet that has been operating since 1989, and therefore have
many storied places on the vessels that are interesting tourist sites. Passengers can now
take this tour as a little adventure on their own instead of having to go with a group of
others and accompanied by a tour guide. The passengers can now go visit these storied
places on their own at their own convenient time, with only their comfortable company.
Because augmented reality technology integrated into the MSC for Me Application allows
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the passenger to look around areas marked on the map using the camera of their device
and familiarize themselves with the places, while enjoying 3d augmented decorations
appearing all around the ship. Highly personalized and exhilarating for many visitors.
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activities, check into restaurants, and gain access to vip specific services or locations.
Meanwhile the management can show visitors which bars are full.
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A study by Buhalis, Papathanassis & Vafeidou (2022) suggest that through
technological incorporation in the cruise industries, a smart cruise ecosystem gradually
arises as a result of embracing all available technologies and involves cruise passengers,
who, as smart actors, engage dynamically with stakeholders, producing value before,
during, and after the cruising experience. This coincides with the high rates of adoption
as described by Lee (2016) which suggest that technological conveniences are highly
appreciated and even demanded possibly as tourists of generation y and generation z
begin to enter the market. Therefore, passengers are generally satisfied by technological
improvements and amenities.
5.0 Conclusion
Technology is being integrated into the tourism facet of the cruise industry to
generally improve the experience of the passengers and to increase the competitiveness
and cost efficiency of cruise operating businesses. As we can see from the case of MSC
Cruises, the company has highly benefited since its technological uprising since 2017, in
terms of market share domination, in terms of profit maximization and cost effectiveness.
And studies conducted on the consumer’s response to technology has been mostly
positive and often do not usually complain about the conveniences made by technological
improvements. In fact, the trend is increasing demand for technological conveniences for
tourists as younger tourists start entering the market.
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References
Alphaliner, (2022), Alphaliner TOP 100 League/ 12 Jun 2022, Based on existing fleet and
orderbook TEU capacity available on board operated ships.
https://alphaliner.axsmarine.com/PublicTop100/
Tan H. (2022) Maersk is no longer the world's largest container line as MSC takes the top
spot, Business Insider, https://www.businessinsider.com/msc-overtakes-
maersk-worlds-largest-container-line-2022-1
MSC Cruises., (2022), About, Linkdin, https://www.linkedin.com/company/msc-
cruises/
MSC Cruises., (2022), About - History – A centuries-old Relationship with the Sea,
Official Website, https://www.msccruisesusa.com/about
MSC Cruises., (2022), About – Offices, Official Website,
https://www.msccruisesusa.com/about
Mazur C., (2021), 15 Largest Cruise Lines in the World, Zippia,
https://www.zippia.com/advice/largest-cruise-lines/
Cerravala Z., (2018), MSC Cruises digitizes the passenger experience, The Digital CIO,
https://www.cio.com/article/228242/msc-cruises-digitizes-the-
passenger-experience.html
Huang, Y. C., Chang, L. L., Yu, C. P., & Chen, J. (2019). Examining an extended technology
acceptance model with experience construct on hotel consumers’ adoption
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Dickson I., (2019), Five ways tech is transforming the cruise business, Here360,
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Powered By Artifical Intelligence - Designed Exclusively For MSC Cruises'
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releases/meet-zoe-the-worlds-first-virtual-personal-cruise-assistant-
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Appendix
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Figure 5 - No of Operating Ships in the MSC fleet (Annual Report, 2021)
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Table 2 – Customer Feedback on Cruise Ship Services (Aggett, 2011)
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Figure 6 – Prepandemic Figures by Craft co.
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Alphaliner TOP 100 / 12 Jun 2022
307,619,370 DWT
figures including 5,578 fully cellular 25,298,242 TEU fully cellular
1 Mediterranean Shg Co 4,413,344 674 1,761,324 340 2,652,020 334 60.1% 1,371,978 109 31.1%
2 Maersk 4,271,894 739 2,520,313 345 1,751,581 394 41% 321,938 29 7.5%
3 CMA CGM Group 3,299,470 580 1,486,071 209 1,813,399 371 55% 655,543 69 19.9%
4 COSCO Group 2,924,926 472 1,563,507 176 1,361,419 296 46.5% 586,672 34 20.1%
5 Hapag-Lloyd 1,752,026 250 1,084,483 118 667,543 132 38.1% 415,588 22 23.7%
6 Evergreen Line 1,533,410 201 827,777 124 705,633 77 46% 598,252 62 39%
7 ONE (Ocean Network Express) 1,508,272 206 787,587 90 720,685 116 47.8% 464,192 34 30.8%
8 HMM Co Ltd 814,557 74 553,676 36 260,881 38 32% 161,088 12 19.8%
9 Yang Ming Marine Transport Corp. 660,420 90 216,346 51 444,074 39 67.2% 47,440 4 7.2%
10 Zim 474,969 131 28,681 8 446,288 123 94% 391,704 45 82.5%
11 Wan Hai Lines 422,195 152 277,733 97 144,462 55 34.2% 312,935 44 74.1%
12 PIL (Pacific Int. Line) 284,370 89 179,703 68 104,667 21 36.8% 56,000 4 19.7%
13 KMTC 152,123 67 86,464 32 65,659 35 43.2%
14 IRISL Group 150,040 33 150,040 33
15 UniFeeder 146,728 92 146,728 92 100%
16 SITC 139,580 97 120,645 79 18,935 18 13.6% 74,663 41 53.5%
17 XP F d G 137 421 91 64 603 38 72 818 53 53% 108 834 23 79 2%
17 X-Press Feeders Group 137,421 91 64,603 38 72,818 53 53% 108,834 23 79.2%
18 TS Lines 108,593 53 67,827 27 40,766 26 37.5% 78,857 25 72.6%