The perception and image of shipping

The image of the shipping industry plays a vital role in developing maritime transport as a major future, sustainable transport alternative. In particular, it is crucial to understand the image the shipping industry has among young people and the anatomy of the concept in order to be able to effectively promote careers in shipping, to cultivate shipping as an attractive labour market and to develop attractive educational programmes. The focus of this paper is the image of the shipping industry. This study 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 define and analyse empirically by means of multivariate statistical analysis the anatomy of the image concept. We identify various image dimensions, estimate how young people rate the shipping industry along these dimensions and estimate their relative importance to young people who are planning their future careers. The results from this study can be used as a base for describing and explaining the images that young people have of the shipping industry. Such knowledge is fundamental for deriving and developing constructive strategies to promote careers in shipping, to adapt shipping to the expectations of young people and to develop creative and relevant educational programmes. Finally, understanding the image of shipping among young people is important not only for the shipping industry, but for other stakeholders as well, such as ship-owners associations, trade associations, labour unions, transport authorities and administrations and policy makers at the national and supra-national level.