Cruise tourism in Malaysia: A SWOT analysis

Abstract

According to Tourism Malaysia, the Asian and international cruise in growing at the average of 14% annually over the past ten years while number of cruise passengers in Malaysia also expected to exceed half a million in 2013. Despite its potential, the cruise industry in Malaysia is facing ever-growing of competitions from their neighboring countries. An SWOT Analysis was used to discuss the potential of improving strategic decision and planning for cruise tourism in Malaysia. According to findings, notable strengths include a growing market and the government's push to upgrade ports' infrastructure. Weaknesses include oligopolistic competition and negative perception of Malaysian cruises being overly gamblingoriented rather than holiday making. Opportunities are seen in three areas: 1) Increase of spending in travel and cruising; 2) Exemption from the Malaysia Cabotage Policy was given to all international cruises by the Malaysian government, hence, attracting more international cruises to stopover to more destinations in Malaysia; 3) Strong supports from Malaysian government, as well as their initiatives to concern, and develop this business now and future. Piracy and safety have been identified as the main threats that create risks for the cruise business in Malaysia.

Análise SWOT na perspectiva do cliente de empresa de serviço

“…Such levels are within those acceptable in the literature (CONTI, 2009, p. 1). With the study it was possible to observe the point of view of the clients in relation to the sectors of the company, according Charvandeh (2017), Chong (2015), Arsic et al (2018) and Cetin et al (2018). It showed that the service sector had as its strongest point the relationship with customers, and as a less relevant strength, exceptions for customers.…”

“…This article expands knowledge about the use of SWOT Analysis in tourism and its ramifications. It also complements the previous analyzes, with: the matrix of strategic qualitative planning (GHORBANI et al, 2015); The evaluation of the current scenario (TREMONT et al, 2015); Trends in tourism demand, planning and diagnosis of the natural and socio-cultural base (LÓPEZ et al, 2015); qualitative perspective of the SWOT analysis (PEREIRA, 2017); SWOT and social actors involved (BANOS-GONZÉLEZ et al, 2017);and Strategic decisions and planning (ARSIC et al, 2018;CETIN et al, 2018;CHONG, 2015).…”

“…The most recent tourism surveys that use the SWOT analysis technique operate in different segments, such as luxury tourism (TEKKEN;KROPP, 2015), ecotourism (GHORBANI et al, 2015;LÓPEZ et al, 2015;CETIN et al, 2018), religious tourism (PEREIRA, 2017), sustainable tourism (TREMONT et al, 2015;BANOS-GONZÁLEZ et al, 2017;HUDELSON, 2014;JAAFAR et al, 2014), gastronomic tourism (LONDOÑO, 2015), medical tourism (WONG; VELASAMY; ARSHAD, 2014), and many others (RINDAM, 2014;QIAN, 2017;CHONG, 2015;CHARVANDEH, 2017;LOPEZ;BHAKTIKUL, 2018;ARSIC, 2018). These studies have been seeking out the development of strategic planning, from validating the feasibility of tourism in some areas to evaluating tourism structures.…”

Strategic management of maritime clusters

“…instigate SWOT analysis to perform a path selection of the construction of a low-carbon city. Chong (2015) analyses the cruise tourism sector in Malaysia with SWOT analysis; Braun and Amorim (2015) provide a diagnosing method for conservation areas that is based on SWOT analysis. Öztürk (2015) extracts management strategies for a nature protection area from SWOT analysis; Prezelj (2015) portrays strategic directions to improve inter-organizational cooperation in counterterrorism, based on a quantitative SWOT assessment.…”