基于SWOT分析的中国邮轮旅游发展策略研究

发布时间：2018-01-11 09:02

本文关键词：基于SWOT分析的中国邮轮旅游发展策略研究　出处：《大连海事大学》2012年硕士论文　论文类型：学位论文

【摘要】：自上个世纪末至今,世界邮轮旅游经济的增长速度一直保持在年均8%以上,远远超过全球旅游业年均4%的整体增长水平,被誉为“漂浮在黄金水道上的黄金产业”。其10-14倍于自身价值的经济带动作用引起世界各国的广泛关注。中国加入WTO以后,尤其是在成功举办了2008年北京奥运会及2010年上海世博会之后,世界各国纷纷将目光汇聚在中国。近年来,中国逐渐成为全球经济增长速度最快的国家之一。随着我国居民可支配收入水平及中高收入人群比例的不断增加,人们的消费观念也随之发生了巨大的变化,越来越多的人开始享受假期带来的乐趣。人们对于旅游产品,尤其是度假体验类中高端旅游产品的消费需求和消费能力大大增加。中国旅游市场巨大的发展空间引起了众多国际巨头邮轮公司的高度重视,纷纷通过各种途径,积极开拓中国的邮轮旅游市场。一时间,风靡欧美的邮轮旅游逐渐成为国人旅游消费的新热点,选择邮轮旅游方式出游的人数逐年增加,我国的邮轮旅游产业表现出强劲的发展势头。快速增长的邮轮旅游产业对整个国民经济的发展做出了巨大贡献,得到了中国政府的高度重视和大力支持,相关鼓励政策与措施不断出台,中国邮轮旅游市场具有良好且巨大的发展前景。然而,在现阶段,中国的邮轮旅游尚停留在起步阶段,与邮轮经济发达的欧美地区相比仍存在较大差距,中国邮轮旅游市场的自身条件、消费需求、政策法规等情况也与欧美地区有着明显的差异。在这种情况下,笔者以专业的会奖旅游从业者的视角,通过理论与实际相结合的方式,通过对比国内外邮轮旅游产业的发展过程及特征,总结出发展邮轮旅游的必要条件以及主要影响因素；结合这些因素对中国邮轮旅游的发展进行SWOT分析,找出中国邮轮旅游市场自身的优势、劣势、以及外部存在的机会和威胁,总结出适合我国实际情况的邮轮旅游发展策略。希望能够促进中国邮轮旅游的发展,提高邮轮旅游在未来我国旅游市场中的占有率。
[Abstract]:Since the end of 0th century, the growth rate of the world cruise tourism economy has been maintained at an average annual rate of more than 8%, which far exceeds the overall growth level of the global tourism industry of 4% per year. Known as the "gold industry floating on the golden waterway", its 10-14 times its own value of the economic driving effect of the world wide attention. After China joined the WTO, especially after successfully hosting the Beijing Olympic Games on 2008 and the Shanghai World Expo on 2010, all the countries in the world have focused their attention on China in recent years. China has gradually become one of the fastest growing countries in the world. With the increasing of the disposable income level and the proportion of the middle and high income groups, people's consumption concept has changed greatly. More and more people begin to enjoy the fun of holidays. Especially, the consumption demand and consumption ability of the high-end tourism products in the class of vacation experience have greatly increased. The huge development space of the Chinese tourism market has aroused the great attention of many international giant cruise companies. Through a variety of channels, actively develop China's cruise tourism market. For a time, cruise tourism has gradually become a new hot spot of Chinese tourism consumption, and the number of people who choose cruise tourism has increased year by year. China's cruise tourism industry shows a strong momentum of development. The rapid growth of cruise tourism industry has made a great contribution to the development of the entire national economy, and has been highly valued and strongly supported by the Chinese government. With the related policies and measures, the cruise tourism market in China has a good and huge development prospects. However, at this stage, China's cruise tourism is still in the initial stage, compared with the cruise economy developed in Europe and the United States, there is still a large gap between China's cruise tourism market conditions, consumer demand. Policies and regulations and other situations with Europe and the United States have obvious differences. In this case, the author will award professional tourism practitioners through the theory and practice of the combination of the way. By comparing the development process and characteristics of the cruise tourism industry at home and abroad, this paper summarizes the necessary conditions and main influencing factors for the development of cruise tourism. Combined with these factors, the development of cruise tourism in China is analyzed by SWOT to find out the strengths and weaknesses of the Chinese cruise tourism market, as well as the external opportunities and threats. It is hoped that the development of cruise tourism in China can promote the development of cruise tourism in China and increase the share of cruise tourism in China's tourism market in the future.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F552

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