1987).
The creativity of people and sustained marketing of companies allowed the passenger liner industry to transform from a pure transport function to an almost pure tourism function into the global cruise line industry that we know today. This was achieved by changing the nature of the ships from a floating hotel to a floating resort where the ships are a destination by themselves (Page, 1987). The itineraries were changed to a loop type where people would no longer go from (A) to (B), but from (A) to (B) to (C), and back to (A). A better integration was also done with air travel in order to offer a seamless transition from home to the ship and back (Dickinson & Vladimir, 2008), which is also deemed essential in the sustained growth of new markets (Page, 1987). In cases where a loop type itinerary is not possible (i.e., some Alaska cruises), the seamless integration makes it possible for passengers to fly back home without any surcharge. The deregulation of the airline in- dustry coupled with reduced airfares has largely contributed to establish a strong cruise offering in the United States and Canadacommercialization, and (8) returns management. These processes are cross-functional and cross-firm by nature and their integration rests with the ability of managers to successfully perform re- lationship management (Lambert, 2008). According to Lee (2005), the concept of supply chain integration is a recognition by itself that the extent of interaction in the dyadic buyer–seller network varies as the circumstances surrounding such interaction also change. This supply chain integration also serves as a litigator to the neg- ative effects of power dependency and conflicts.
1987)The creativity of people and sustained marketing of companies allowed the passenger liner industry to transform from a pure transport function to an almost pure tourism function into the global cruise line industry that we know today. This was achieved by changing the nature of the ships from a floating hotel to a floating resort where the ships are a destination by themselves (Page, 1987). The itineraries were changed to a loop type where people would no longer go from (A) to (B), but from (A) to (B) to (C), and back to (A). A better integration was also done with air travel in order to offer a seamless transition from home to the ship and back (Dickinson & Vladimir, 2008), which is also deemed essential in the sustained growth of new markets (Page, 1987). In cases where a loop type itinerary is not possible (i.e., some Alaska cruises), the seamless integration makes it possible for passengers to fly back home without any surcharge. The deregulation of the airline in- dustry coupled with reduced airfares has largely contributed to establish a strong cruise offering in the United States and Canadacommercialization, and (8) returns management. These processes are cross-functional and cross-firm by nature and their integration rests with the ability of managers to successfully perform re- lationship management (Lambert, 2008). According to Lee (2005), the concept of supply chain integration is a recognition by itself that the extent of interaction in the dyadic buyer–seller network varies as the circumstances surrounding such interaction also change. This supply chain integration also serves as a litigator to the neg- ative effects of power dependency and conflicts.
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