An analysis of social media marketing practices of cruise tourism companies

This master's thesis aims to examine how and to what extent leading companies in the cruise tourism sector utilize social media platforms. As digital communication becomes increasingly crucial in contemporary marketing strategies, social media has emerged as a strategic tool within this sector. The research included 49 global cruise companies selected based on key industry metrics such as passenger capacity, fleet size, and market share. Official social media accounts were manually identified using only links provided on the companies' official websites, thereby excluding fake, personal, or unofficial accounts from the analysis. The study employed a quantitative research design, analyzing collected data through content analysis based on indicators such as follower count, posting frequency, activity level, and platform diversity. The results reveal that consistent content production and presence across multiple platforms significantly enhance consumer awareness and brand visibility. Additionally, notable differences were identified among companies regarding levels of social media usage and platform preferences, highlighting the importance of strategic communication planning. Consequently, this thesis underscores the impact of social media-based marketing strategies in cruise tourism and provides systematic recommendations for companies to enhance their digital visibility.