Abstract:
With a maximum capacity of 240 customers on both decks, Lakeland Queen is the largest vessel on Lake Rotorua. Nowadays, it provides one-hour cruises including breakfast, lunch, and dinner cruise every day. Also, well equipped with buffet and bar on both decks, it is also capable of catering for many special events and parties.
The past few years has seen a rapid growth in the number of Chinese visitors, who became the most important market for Lakeland Queen. However, behind the growing numbers of Chinese visitors every year, there is an undergoing trend from tour groups to Free Independent Travellers (FIT).
The aim of the research is to develop a strategic plan for Lakeland Queen and its entry into the Chinese FIT market.
A combination of quantitative research and qualitative research has been used. The target market for Lakeland Queen among the FIT visitors has been identified. And the customer awareness among the Chinse FIT visitors for Lakeland Queen are very low. Most importantly, the travel planning preferences of the Chinese FIT visitors have been found out.
It would be recommended that the Lakeland Queen should clarify its target market first, based on which they can develop new products and cruise options for the FIT customers. Also, family discounts and combo activities would be effective ways to attract more independent travellers. Also, a digital development plan would be recommended primarily for Lakeland Queen.