transparent gif


Ej inloggad.

Göteborgs universitets publikationer

The Image Construct of Shipping

Författare och institution:
Arne Jensen (Företagsekonomiska institutionen, Industriell och Finansiell ekonomi & logistik); Rickard Bergqvist (Företagsekonomiska institutionen, Industriell och Finansiell ekonomi & logistik)
Publicerad i:
European Conference on Shipping, Intermodalism & Ports – ECONSHIP 2015, 24th-27th of June 2015, Chios, Greece, 2015
Konferensbidrag, refereegranskat
Sammanfattning (abstract):
The image of the shipping industry plays a vital role in developing the future of maritime transport. In order to attract young people to the shipping industry, it is crucial to understand the image the shipping industry has among young people and the anatomy of the concept in order to effectively promote careers in shipping, and to develop shipping as an attractive labour market for young people. This paper reports on the findings of a large-scale survey of the image of shipping and image-related concepts among upper secondary school pupils in Sweden, Norway, and Greece. We identify, define, and analyse empirically the anatomy of the image concept by means of multivariate statistical analysis. We also model the relationships between image components and various independent variables and between image components and career intentions for various segments of respondents. The results from this paper can be used as a base for explaining and understanding the image construct of young people’s perception of the shipping industry. Empirical observations and analyses support several aspects previously recognised by other researchers such as the importance of influence by family and friends, the incentive aspect of reward, importance of flexible career pathways, social and environmental aspects such as the possibility to combine work and family life, and ships as a place of work and living. Our study did not find any significant relationships between place of living and career-related indicators for pupils of general upper secondary schools, however, we did identify, “social” closeness to the sea, and interest in the shipping industry, as important career determinants. This observation has interesting promotional importance and potential usage. These determinants should influence the use of marketing communication channels. Modern social media could become powerful communication channels if they are able to combine the interest of sporting and leisure activities of young people with the friend and family dimension, acting as a community for sharing experiences and interests. Combined with targeting sporting and leisure events such as sailing and events for trying out sea-related activities there is potential for a strong marketing channel, targeting people at a younger age than traditional marketing strategies in the maritime industry.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
Ekonomi och näringsliv ->
Image, Shipping, Perception, Attitudes, Career, Survey, Promotion, Strategy
Postens nummer:
Posten skapad:
2015-05-27 08:07
Posten ändrad:
2015-08-06 19:13

Visa i Endnote-format

Göteborgs universitet • Tel. 031-786 0000
© Göteborgs universitet 2007