Ferry Travel: A Case Study of Comparative Services Available to Purchase

Focuses on the products and services available on ferry travel and passenger reaction to these services. Addresses the issue of whether cultural differences affect customer responses to marketing activity on‐board. Gives a description of a comparative study undertaken to examine and compare British and Scandinavian passengers′ response to the variety of products and services offered on board a variety of British and Scandinavian operated ferries. As a result of this study, argues that there is a clear need for adapting the generic ferry product/service to suit specific routes and local customer preferences. Focuses on this issue by describing the efforts of one of the major ferry operators on the Irish/Scottish route which is adapting the corporate product to suit local customer requirements.