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Royal Caribbean's Ultimate Gambit / Kelsey Lawrence.
- Format:
- Book
- Author/Creator:
- Lawrence, Kelsey, author.
- Series:
- Sage business cases.
- Sage business cases
- Language:
- English
- Subjects (All):
- Tourism--Management.
- Tourism.
- Physical Description:
- 1 online resource
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2024.
- Summary:
- Three years after a worldwide pandemic took smaller cruise lines out of business, cruise company Royal Caribbean has bounced back with a splash: the company's Serenade of the Seas departed on a long-term, nine-month world cruise in late December 2023. The scope and duration of the cruise is something of a novelty and could have been a risky gambit for the company, were it not for TikTok, where the hashtag #UltimateWorldCruise has put the cruise (and its passengers, who count among them a trove of social media influencers) at the top of the app's algorithm. This case explores and asks students to discuss this opportunity for Royal Caribbean's publicity and marketing strategies.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-0719-5484-9
- 9781071954843
- OCLC:
- 1424885316
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