PORTS OF CALL: IN SEARCH OF COMPETITIVE ADVANTAGE

Cruise tourism ne of the fastest growing components of tourism. As cruise companies begin to look for diverse itineraries, in order to gain a competitive advantage, Britain, especially the South West (Gibson and Bentley, 2007), is becoming more desirable due to the range of varied products it has to offer. As the number of cruise ports of call continues to increase, it is important to gain a competitive advantage over other ports and encourage these companies to visit, due to the benefits a cruise -ship visiting can bring to the local economy. The research examined the factors that may affect port -of -call selection. This study used triangulation: data collection of interviews, content analysis and archival analysis. The findings concluded that ports need to have sufficient berth depth to accommodate cruises, help and support from local authorities for improvements needed for the expanding cruise ships, and natural assets such as attractions within easy access for visitors.