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성석현 사단법인 한국융합기술연구학회 2024 아시아태평양융합연구교류논문지 Vol.10 No.3
ESG 경영의 중요성이 산업계 전반에 걸쳐 담론화되는 가운데, 크루즈 산업에 서도 ESG 경영의 중요성은 새삼 말할 나위가 없다. 따라서 주요 크루즈 브랜드를 중심으로 ESG 전략과 목표가 앞다투어 발표되고 있고 이를 달성하기 위한 전사적 노력이 강화되고 있다. 크루즈 산업계의 Top 3를 점유하고 있는 카니발 코퍼레이션 & PLC, 로얄 캐리비안 그룹 그리고 노르웨이안 크루즈 라인은 환경과 인류에 대한 배려를 핵심 가치로 삼는 ESG 경영에 전력을 다하고 있다. 본 논문에서는 주요 크루즈 3사의 ESG 전략 발표 자료의 내용분석을 통해 3사의 동질적 특성과 더불어 차별적 특징을 분석해 보고자 한다. 분석은 리포트 구성, 전략의 방향성, 목표 달성을 위한 구체적인 계획, 자료에 기술된 주요 단어의 빈도분석 그리고 자료의 레이아웃에 대한 비교 분석을 진행하였다. 분석한 결과로써 첫째, 크루즈 업계에 있어서는 각 사의 ESG 경영은 중요하게 구체화하고 있다는 점은 공통적이다. 둘째, 2050년까지 Net Zero 달성을 위해 3사 공히 자원 재생, 지속 가능한 소싱, 지역사회 및 국제 기준을 충족하고 구성원의 다양성을 추구한다는 점에서 동질적인 지향점을 갖고 있다. 셋째, 각 사는 ESG 경영에 있어서 Management, Training, Partnership에서는 동질적으로 중요도가 높게 다루어졌으나 노르웨이안 크루즈 라인은 권한위양에 해당하는 Empowerment를 다수 기술하였고 노르웨이안 크루즈 라인은 표현의 미니멀리즘 추구로 노르웨이안 크루즈 라인만의 브랜드 정체성을 명확하게 차별화하고 있었다. 시사점으로는 첫째 크루즈 선박의 초대형화 추세와 승선 고객의 증가 추이로 인해 ESG 전략의 중요도는 더욱 커질 것이며 관련 연구를 위한 학계 그리고 산업계의 투자가 확대되어야 할 것이다. 둘째, ESG 전략의 실천에 있어서 운영 노하우와 트레이닝 그리고 타 기관 및 기업과의 파트너십의 고도화 또한 더욱 중시될 것이다. 마지막으로 ESG 경영의 대내외 커뮤니케이션에 있어서 브랜드 아이덴티티를 일관되고 체계적으로 커뮤니케이션한다면 지속 가능한 기업이 되기 위한 펀더멘탈을 더욱 강화할 수 있을 것이다. While the industry is debating the significance of Environmental, Social and Governance (ESG) management, the cruise industry is one of the sectors where ESG management is important. Therefore, ESG strategies and goals are being announced among major cruise brands, and company-wide efforts to achieve them are being strengthened. Carnival Corporation & PLC, Royal Caribbean Group, and Norwegian Cruise Line, which occupy the top three positions in the cruise industry, are doing their best to implement ESG management that places consideration for the environment and humanity as its core values. This paper analyzes the homogeneous characteristics as well as the distinctive characteristics of the three major cruise companies through content analysis of their ESG strategy presentation materials. The analysis was conducted through comparative analysis of report composition, strategy direction, specific plan to achieve goals, frequency analysis of key words described in the data, and data the layout. As a result of the analysis, first, it is common in the cruise industry that each company's ESG management is becoming important and concrete. Second, to achieve Net Zero by 2050, all three companies have the same goal in that they pursue resource regeneration, sustainable sourcing, local community and international standards, and pursue diversity of members. Third, although each company treated ESG management with equal importance in management, training, and partnership, Norwegian Cruise Line described a lot of empowerment, which corresponds to delegation of authority, and Norwegian Cruise Line pursued minimalism in expression. Norwegian Cruise Line's brand identity was clearly differentiated. Based on these analysis results, first, the importance of ESG strategies will increase due to the trend of ultra-large cruise ships and the increase in the number of customers onboard, and investment from academia and industry for related research will be expanded. Second, in implementing ESG strategies, more emphasis will be placed on operational know-how, training, and the advancement of partnerships with other organizations and companies. Lastly, if differentiated brand identity is consistently and systematically communicated in internal and external communication of ESG management, the fundamentals to become a sustainable company can be further strengthened.
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최두원(Doo Won Choi) 한국해양비즈니스학회 2016 해양비즈니스 Vol.- No.34
The cruise product is characterized by high complexity, since it combines the characteristics of a typical maritime transport while offering the services of a luxury shore hotel to passengers. At present, cruise ship deployments are more than ever globally. As the Caribbean market is saturated, cruise lines are now opting to relocate some of their ships to the European and Asian market. Therefore, destination development, seasonality, redeployment, itinerary complexity and international passenger sourcing are some of the major considerations for the development of the supply chain of a cruise company. This study examines the complexity of service supply chain management(SCM) of Cruise Line Corporations. The study focused on three main goals: describing the key components of a cruise ship service supply chain and the key characteristics of the suppliers involved; and investigating the current chllenges for the implementing service SCM in the Cruise industries. Through the literature review and case study, this study identified the structure of supply chain of cruise line corporations and the cruise ship supply streams. The findings of this study have implications for the management of complex global service supply chains of emerging new corporations of Korea and current global large cruise companies.
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ser-M Framework를 이용한 크루즈 기업 경영의 메커니즘 - 카니발 코퍼레이션 사례를 중심으로
윤여현,엄재근 한국관광진흥학회 2019 관광진흥연구 Vol.7 No.1
The concentration of cruise companies has been remarkable since the 1980s in the cruise industry, with the largest three companies succeeding in entering new destination markets through multiple mergers and acquisitions of cruise ships, respectively, And took about 80% of the market. The purpose of this study is to analyze the world's No. 1 cruise companies with ser-M Framework and to draw some implications by studying the best mechanism for securing competitiveness. The research target is Carnival Corporation, which has a half of the market share of international cruise companies. In the past, research on cruise companies in the cruise industry has mainly been done from a microscopic point of view, but research from a macro and comprehensive viewpoint is insufficient. In this paper, we will explore the mechanisms that are crucial to the operation of the newly launched National Cruise line by dealing with the mechanism of representative cruise companies on the basis of ser-M. Generally, the representative companies in Korea have expanded their business by the strong leadership of the founder. However, since the Carnival Corporation has expanded through the horizontal integration (merger and acquisition) of several cruise companies, subject(S) centered mechanism is difficult to operate. Through the case analysis, Carnival has created an 'Environment Creation Mechanism(S-E-R Mechanism)' by converging the environment(E) presented by the destination market and operating the controllable resources(R) autonomously, and it can be said that it is the most appropriate mechanism as a mechanism of the National Cruise Line. This study is meaningful for the first time as a study of 'ser-M' based cruise enterprise mechanism, and it is meaningful that it is the case study of typical cruise corporation in a comprehensive study of the subjects, environment, resources and mechanism of cruise companies.
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