The Role Of Social Media In Crisis Management At Carnival Cruise Line

Abstract

This research provides an overview of the marketing issues facing Carnival Cruise Line after several high profile incidents. Carnival Cruise Lines has suffered several mishaps which have harmed its reputation and the reputation of the cruise industry in general. Is the damage irreparable, or can careful crisis management and marketing repair the trust and confidence of Carnival’s guests and prospective cruisers? The latest disaster, an engine room fire which left the Carnival Triumph adrift in the Gulf of Mexico earlier this year prompted the Cruise Lines International Association (CLIA) to approve a “Cruise Industry Passenger Bill of Rights” ("Cruise Industry Adopts," 2013). This research offers insight into the use of social media as both a positive and negative marketing tool.