Port of Rijeka as Cruise Destination Alen Jugovića, Gorana Mudronjaa, Krista Elza Putninab Cruise industry in Europe significantly contributes to the in Rijeka mostly spent money on clothes and accessories, food European tourism since many cruise ships visit various European and beverages, and organised sightseeing. The port of Rijeka has destinations. Europe is the second most visited cruise destination, the potential of becoming an attractive cruise destination, but and the most significant part is the Mediterranean with its most in order to improve, it constantly has to try to satisfy the cruise popular ports – Dubrovnik and Venice. Even though the numbers tourists’ demands. of passengers in Dubrovnik and Venice decreased last year, they are still very attractive destinations for cruise tourists and have 1. INTRODUCTION some advantages to which the port of Rijeka can look up. The aim of this paper is to analyse the importance of the port of Cruise industry is becoming increasingly important in Rijeka as cruise destination as well as to determine its condition passenger transportation every year. Therefore, ever more and the necessary improvements. The results of the research tourists tend to choose cruising for their holidays. Europe is show that the number of passengers in the port of Rijeka has the second most popular cruise destination chosen by tourists been increasing over the past few years, which indicates that from all over the world, and its offer is quite diverse. European Rijeka is developing as a cruising destination. To determine the sub-regions differ in terms of the main sights of ports of call, cruise passengers’ satisfaction with Rijeka as cruise destination, landscapes, average weather temperatures, and cruising seasons. a survey was conducted among the passengers on cruise ships The Mediterranean region is the most popular cruising region in that visited Rijeka in 2018. The results of the survey show that the Europe and the Adriatic Sea is the second biggest sub-region of passengers were mostly satisfied with Rijeka as cruise destination the Mediterranean. The Adriatic has many cruise ports, most of although there are some aspects that need to be improved such them small ports serving as ports of call. as the offer of souvenirs and shopping in general. Cruise tourists The port of Rijeka, mainly a cargo port and the third biggest city in Croatia, located in the northern part of the country, has started to develop as cruise port as well. Rijeka is visited by a few KEY WORDS cruise ships each season; however, the number is slowly growing ~ Cruise tourism every year. Rijeka fulfils many conditions required for becoming a ~ Adriatic region port of call or home port although it has to improve in the certain ~ Port of Rijeka segments as well. This paper will compare the port of Rijeka with ~ Cruise passengers two biggest ports in the Adriatic region – Dubrovnik and Venice, to understand whether it has the potential of becoming an important cruise port. The survey on cruise tourist visiting Rijeka a. University of Rijeka, Faculty of Maritime Studies, Croatia was conducted during 2018 to find out the information about the e-mail: [email protected] tourist preferences and consumption at the destination. The rest b. Latvian Maritime Academy, Riga, Latvia of the paper is organised as follows: Section 2 gives the literature review, Section 3 describes the cruise industry in Europe, Section doi: 10.7225/toms.v09.n01.005 4 analyses the port of Rijeka and the conducted survey, and This work is licensed under Section 5 gives the concluding remarks. Trans. marit. sci. 2020; 01: 63-71 TRANSACTIONS ON MARITIME SCIENCE 63 2. LITERATURE REVIEW were the high level of services at the port, safe and smooth means of navigating the island, shopping, and a wide range of Researches dealing with the satisfaction of cruise tourists food and restaurants. The results also showed that the prices of with the destination and their intention to return to the same the goods and services contribute to the satisfaction of tourists. destination are numerous. Various authors used different Sanz Blas and Carvajal-Trujillo (2014) researched how a port- ports as samples and applied different approaches. Andriotis of-call’s image influences the cruise tourists' satisfaction with the and Agiomirgianakis (2010) researched the motivation and destination and what impact it has on cruise tourists’ loyalty. satisfaction of cruise tourists in the port of Heraklion and their The sample used were cruise tourists in the port of Valencia. The willingness to return to the same destination. Research findings results show that the image has a positive effect on destination have shown that the main motive for cruise tourists arriving at satisfaction, which again has a positive effect on behavioural the port of Heraklion is the exploration of culture. Generally, in intentions as well. It was researched whether the tourists who the Mediterranean destinations, tourists are primarily motivated have a positive image of a destination return to the destination to explore cultural sights opposed to the Carribbean, where or recommend it to others. The authors also provided insights to they mostly like to enjoy the sunshine and the sea. The second destination managers to improve their destination offer. Chang, part of their research was focused on tourists' satisfaction with Liu, and Roh's (2016) research path went toward developing a the destination. The research results showed that tourists were measurement scale for evaluating cruise travellers' expectations mostly satisfied with the port of Heraklion, while the aspect and for examining cruise tourists' satisfaction before and after of the tourists' stay in the port could be improved. Thus, the visiting Incheon. The tourists were mostly satisfied with the tourists expressed the desire for a longer stay at the destination culture and exploration of the destination. Furthermore, they in order to see the places of interest. The high level of tourist were less likely to revisit the destination Incheon, but were willing satisfaction with the destination has a positive effect on their to recommend the destination to acquaintances. In their work desire to return. In their work, Qu and Ping (1999) researched Testa, Skaruppa, and Pietrzak (1998) researched the relationship the cruise tourists’ motivation and satisfaction at the destination between employee satisfaction and customer satisfaction. Hong Kong. The most common motivating factor for visiting this The findings show that there is a relationship between the two destination was "escape from normal life" followed by "social parties, and that travel agencies could benefit from improving gathering" and "beautiful environment and scenery". Most cruise employee satisfaction with the company they work for, with their tourists were between 18 and 45 years old, which is considered supervisor, and with the work environment. The relationship very young cruise tourism population. Furthermore, most between tourists and the local community on one hand, and respondents were willing to participate in cruising again. Similar tourists and service personnel on the other was investigated in research was conducted by Brida, Garrido, and Devesa (2012). many papers. However, the authors Huang and Hsu (2010) find The authors researched the satisfaction of cruise tourists in the that the relationship between the tourists themselves has not port of call Cartegna de Indias. The results show that tourists been sufficiently investigated and are trying to provide new are mostly satisfied with the destination; however, there is room insights into the topic. They investigated the extent to which for improvement, primarily in the infrastructure and shopping the quality and quantity of interactions among tourists had an experience. Most tourists would return to the same destination impact on their cruise experience. The results show that customer and recommend the destination to their friends. Teye and Leclerc relationship quality is a more important factor than quantity. (1998) researched the cruise tourists' satisfaction with services It also points to the strong impact of customer-to-customer in the North American area. The results show the cruise tourists’ interaction on customer experience in cruising tourism overall satisfaction with the services provided. Furthermore, the results and is thought to be one of the marketing strategies for the enable viewing the satisfaction in different segments of the business. The authors believe that the interaction among tourists cruise services and help to explain the growth phenomenon that does not have to be accidental, but can be partially controlled by occurred in the cruise market. Cruise tourists were satisfied most businesses that can encourage communication among tourists with cabin service, while the shore tours received the lowest rating. and, thus, create a better service. Various researches provide a Ozturk and Gogtas (2016) researched how different attributes of quality insight into the topic and can give good guidelines for a destination affect tourists' satisfaction with the destination and further research. their willingness to return or recommend the destination to their acquaintances. The destination explored was Honolulu, Island 3. CRUISE INDUSTRY IN EUROPE of Oahu, Hawaii. The research findings confirm that there is a relationship of tourist satisfaction with the intention to return to The cruise industry significantly contributes to the