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Konseptutvikling På Englandsruten

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Konseptutvikling På Englandsruten Konseptutvikling på Englandsruten Hvordan utforme passasjeropplevelsen på Englandsruten som grunnlag for økonomisk lønnsom drift? av Kaj Stokstad (5) Concept development onboard the former ferry service between Bergen – Stavanger and Newcastle Turisme og reiseliv, bachelorstudium RE694 2010 Forord Denne bacheloroppgaven utgjør den avsluttende delen av bachelorstudiet i turisme og reiseliv ved Høgskolen i Sogn og Fjordane våren 2010. Oppgaven tar for seg konseptutvikling på Englandsruten, ferjen som gikk mellom Bergen- Stavanger og Newcastle og som ble lagt ned høsten 2008, gjennom å vurdere eksisterende og nye konsepter ombord på Englandsruten ut i fra ønskene, behovene og forventningene til potensielle, fremtidige kundesegmenter på Englandsruten. Jeg vil takke alle som har som har kommet med innspill til oppgaven underveis. Særlig vil jeg takke Kristin Løseth som gjennom å fortelle meg om opplevelsesøkonomien formet oppgaven, og min far for gode råd og korrekturlesning. En takk også til alle dem som tok seg tid til å delta på undersøkelsen min. Samtidig vil jeg og takke Ståle Brandshaug for god veiledning og hjelp med oppgaven. Hans kontaktnett har vært uvurderlig. Kaj Stokstad Sogndal, mai 2010 2 Sammendrag Oppgaven svarer på problemstillingen ”Hvordan utforme passasjeropplevelsen på Englandsruten som grunnlag for økonomisk lønnsom drift?” gjennom å ta for seg konseptutvikling på Englandsruten og vurdere eksisterende og nye konsepter ombord på Englandsruten ut i fra ønskene, behovene og forventningene til potensielle, fremtidige kundesegmenter på Englandsruten. Dette med det mål å kunne argumentere for å gjenåpne ruten med et forbedret konsept som er mer i harmoni med nåværende og fremtidige markeders ønsker, behov og forventninger, og dermed bidra til at ruten blir vedvarende økonomisk lønnsom gjennom en betydelig forbedret kapasitetsutnyttelse ombord. Konseptet som er utgangspunktet for denne oppgaven er cruisekonseptet. Cruisebransjen er i stor vekst, og trendene viser at cruise er en av de raskest voksende ferieformene. Cruiseskipene er kjent for høy kvalitet og et høyt servicenivå. Cruise er en opplevelse bygget opp av prinsippene bak opplevelsesøkonomien. Dette er en økonomisk retning som innebærer et skifte i reiselivet fra å primært selge reiselivstjenester til å selge reiselivsopplevelser. En god opplevelse skiller fra tjenester ved at den baserer seg på minneverdige, personlige opplevelser, og gjestens mål er å tilbringe tid sammen med virksomheten i en kontekst hvor de sosiale aspektene gjennom kontakten med virksomhetens personale og andre gjester blir vektlagt. At opplevelsene er minneverdige, sammen med en økende velstand og en høyere verdsettelse av opplevelser fremfor tjenester blant kundene, skaper en høy etterspørsel. Med dette utgangspunktet har oppgaven segmentert markedet for Englandsruten for å identifisere hvem i ferie- og fritidsmarkedet som tilhører de potensielle, fremtidige kundesegmenter på ruten. Her ble det benyttet tre teknikker hentet fra Visit Britain og Innovasjon Norge, fra Norsk Monitors identifisering av cruiseferjepassasjerer og fra cruiseindustrien, sammen med en undersøkelse på det norske markedets holdninger til minicruise som ferieform. Totalt ti nordmenn fra ulike generasjoner i ulike livssituasjoner ble spurt. Årsaken kun det norske markedet vurderes i oppgaven (se vedlegg 2 for segmentering av det britiske markedet) er på grunn manglende tilgang på britiske respondenter. Dermed har deres ønsker, behov og forventninger, sammen med prinsippene bak opplevelsesøkonomien og en undersøkelse på hva cruiseopplevelsen og cruiseferjeopplevelsen innebærer, utgjort grunnlaget for å komme med forslag og 3 anbefalinger til et mulig fremtidig cruisekonsept på Englandsruten utviklet under bevissthet av de forutsetninger som eksisterer for å drifte Englandsruten, og som kan bidra til å gjøre ruten vedvarende økonomisk lønnsom gjennom en betydelig forbedret kapasitetsutnyttelse ombord. Abstract The paper answers the problem "How to design the passenger experience on Englandsruten as the basis for a profitable operation?" by developing the concept onboard the former ferry service between Bergen – Stavanger and Newcastle. This is done by assessing existing and new concepts onboard based on the desires, needs and expectations of potential future customer segments. This with the goal to be able to argue to reopen the route with an improved concept that is more in tune with current and future markets' needs and expectations, and thereby contribute to the route’s profitability through a significantly enhanced capacity utilization onboard. The concept that makes out the starting point for this paper is the cruise concept. The cruise industry is in a large growth, and trends show that cruise is one of the fastest growing forms of vacation. Cruise ships are known for their high quality and high service level. Cruise is an experience made up of the principles behind the experience economy. This is an economic orientation that involves a shift in the travel industry from primarily selling tourism services to sell tourism experiences. A good experience differs from services in that they are based on memorable, personal experiences rather than intangible services. The guest main goal is to spend time with the business in a context where the social aspects through contact with the business’ staff and other guests are emphasized. That the experience is memorable, together with a growing wealth and a higher valuation of experiences than services among customers, creates a high demand. With this as the paper’s starting point, it can segment the customer market for Englandsruten in order to identify from the holiday market which customers who are the potential future customer segments. The paper used three techniques from Visit Britain and Innovation Norway, Norsk Monitors identification of cruise ferry passengers from the cruise industry, along with a study on the Norwegian market's attitude to mini-cruise as a form of vacation. A total of ten people from different generations in different life situations were asked. The 4 reason only the Norwegian market where considered in the paper (see Appendix 2 for the segmentation of the UK market) was because of the lack of available British respondents. Thus, their wants, needs and expectations, together with the principles behind the experience economy and an examination of what the cruise experience and a ferry cruise experience entails, made up the basis for making suggestions and recommendations about a future cruise concept for Englandsruten that can help make the route profitable through a significantly enhanced capacity utilization on board. 5 Innholdsfortegnelse 1. INNLEDNING 9 1.1. Bakgrunn for valg av problemstilling 9 1.2. Problemstilling 10 1.3. Presisering og avgrensning av oppgaven 10 2. METODE 11 2.1. Generelt om metode 11 2.1.1. Kvantitativ og kvalitativ metode 11 2.1.2. Primære og sekundære data 13 2.2. Metode i oppgaven 13 2.3. Kritiske vurderingskriterier for forskning 14 3. ENGLANDSRUTEN FØR OG NÅ 16 3.1. Historien bak Englandsruten 16 3.2. Passasjerene som reiste med Englandsruten 19 4. PASSASJERENE PÅ ENGLANDSRUTEN 21 4.1. Teoretisk tilnærming: Hva vil det si å segmentere markedet for Englandsruten? 21 4.2. Trender for kundegrunnlaget på Englandsruten 24 4.2.1. Globale reiselivstrender 24 4.3. Trender i cruisebransjen 27 4.3.1. Utfordringer og trender i ferjebransjen 28 4.4. Hvem er den ”typiske” passasjeren på Englandsruten? 29 4.4.1. Helg 34 4.4.2. Midtuke 35 4.4.3. Ferie 36 5. KONSEPTUTVIKLING 38 5.1. Teoretisk tilnærming: Opplevelsesteori 38 5.2. Konsepter i cruiseindustrien 49 5.2.1. Hva er et cruise? 49 5.2.2. Opplevelsen ombord i dagens cruiseskip 52 5.2.3. Cruise og dens ”all-inclusive”-natur 61 5.3. Ferjekonsepter 65 5.3.1. Historisk utvikling av ferjeproduktet 66 5.3.2. Dagens ferjekonsepter 70 6 5.4. Undersøkelse: Markedets holdninger til minicruise som ferieform 77 5.4.1. Førkrigsgenerasjonen 78 5.4.2. Baby boomer-generasjonen 78 5.4.3. Generasjon X 81 5.4.4. Generasjon Y 83 5.4.5. Analyse av markedets holdninger til minicruise som ferieform i lys av Norsk Monitors segmentering av ferjepassasjerer 86 6. DISKUSJON AV ET KONSEPT PÅ ENGLANDSRUTEN 93 6.1. Segmenter med høy sannsynlighet for å reise med Englandsruten 93 6.1.1. De med en presset fritid 93 6.1.2. De med mye tid tilgjengelig for ferie- og fritidsformål 95 6.1.3. Barnefamilier 95 6.2. Hvordan dagens markedstrender påvirker passasjerene og utviklingen av konseptet på Englandsruten 97 6.3. Faktorer som vil påvirke utviklingen av konseptet på Englandsruten 99 6.3.1. Størrelsen på skipet 99 6.3.2. Værforholdene på Nordsjøen 101 6.4. Forslag til konsept 104 6.4.1. Fellesområdene 104 6.4.2. Spisetilbudet 105 6.4.3. Aktiviteter 107 6.4.4. Lugaren 113 6.4.5. Service 115 7. KONKLUSJON 118 LITTERATUR 121 VEDLEGG 131 Vedlegg 1: Generasjonssegmentering 131 Vedlegg 2: Segmentering på grunnlag av britiske turisters sannsynlighet for å legge ferien til Norge 134 Vedlegg 3: Manifest for Det nye Nordiske Kjøkken 140 Vedlegg 4: Spørreundersøkelse 141 Vedlegg 5: Utregning av størrelse på skip på Englandsruten 146 7 Figurliste FIGUR 1 OPPLEVELSESSFÆRER: MOSSBERG 2007:51 (IFØLGE PINE OG GILMORE 1999:30), SUNDBO 2008:234 1 FIGUR 2 FLOW-MODELLEN: CSIKSZENTMIHALYI 2008B, MOSSBERG 2007:66 1 FIGUR 3 VISION OF THE SEAS – BUFFÉRESTAURANT (FOTO: KAJ STOKSTAD) 1 FIGUR 4 VISION OF THE SEAS – HOVEDRESTAURANT (FOTO: KAJ STOKSTAD) 1 FIGUR 5 VISION OF THE SEAS - AKTIVITETER PÅ DAGEN (FOTO: KAJ STOKSTAD) 1 FIGUR 6 1 FIGUR 7 VISION OF THE SEAS - AKTIVITETER PÅ KVELDEN (FOTO: KAJ STOKSTAD) 1 FIGUR 8 VISION OF THE SEAS - SHOWET PÅ KVELDEN OG FORMELL AFTEN MED KAPTEINEN (FOTO: KAJ STOKSTAD) 1 FIGUR 9 VISION OF THE SEAS – KUNSTAUKSJON (FOTO: KAJ STOKSTAD) 63 FIGUR 10 VISION OF THE SEAS - "SHOPPING TALK" (FOTO: KAJ STOKSTAD) 64 FIGUR 11 FØRKRIGSGENERASJONENS FERJER PÅ 60-TALLET: LEVANDER 2009 66 FIGUR 12 BABY BOOMER-GENERASJONENS FERJER PÅ 70- OG 80-TALLET: LEVANDER 2009 67 FIGUR 13 GENERASJON X’ FERJER PÅ 90-TALLET: LEVANDER 2009 68 FIGUR 14 MILLENIUMSGENERASJONENS – GENERASJON Y – FERJER: LEVANDER 2009 69 FIGUR 15 ULSTEIN (U.Å.).
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