基于体验视角的我国邮轮旅游产品开发策略研究

发布时间：2018-02-10 12:26

本文关键词： 体验视角邮轮旅游产品开发策略研究　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：世界邮轮在国外已经有100多年历史,目前已形成了一个庞大而完整的产业链。邮轮旅游已经成为很多人出国旅游,休闲放松的首选方式。纵观世界邮轮市场的布局,亚太地区发展迅猛,邮轮游客接待人次的增速已远超欧美等地区。其中,中国拥有庞大的人口基数,人均收入不断提高,政府大力支持旅游业,邮轮市场发展势头迅猛,2016年度中国邮轮市场出游人次达369.9万人次,总收入达67.3亿元人民币,邮轮市场的收入规模同比增长了47.6%。国际邮轮协会预测称,2020年全球邮轮乘客将达到3000万人次的规模,预计2020年邮轮市场对中国经济的贡献将达到510亿元。越来越多的国际运营商开始关注中国这一巨大的潜在市场,增加船只,组建船队,加大市场投放力度,抢占中国邮轮市场份额。虽然中国市场是一个潜力巨大的旅游客源市场,这给邮轮运营商带来丰富的机遇,但同时还有很多的问题需要面对。由于文化、习俗的不同,中西方邮轮旅游者对体验需求有着较大的差异。如果不顾中国邮轮旅游者的行为特征和文化偏好,而盲目开发邮轮旅游产品,则会失去消费顾客,制约市场扩张。基于此,本文从体验视角出发,通过对比分析我国邮轮旅游者对邮轮产品的需求与现有邮轮旅游市场的供应,找出差距,并针对这些问题提出具体解决策略,希望邮轮公司能够在时间、航线等方面改进完善,设计出能带给邮轮旅游者美好回忆体验的旅游产品,促进我国邮轮旅游经济的发展。论文研究内容包括以下几个部分:首先,解释相关概念,分析相关理论,为接下来的研究打下理论基础。结合国内外研究,对邮轮旅游、邮轮旅游产品等概念进行释义,论述了体验经济、旅游体验等理论,为研究体验与邮轮旅游产品开发两者的关系提供理论基础。其次,总结供给现状和国内旅游者对邮轮旅游认知和需求情况。归纳现有邮轮旅游市场的供给状况,并通过问卷调查的方式剖析我国邮轮旅游者对现存邮轮旅游产品的需求有哪些,从而做好市场细分、市场定位,再将供给与需求进行对比,从而找出其中的差距与矛盾,提出影响旅游者邮轮体验的负面因素。最后,提出开发策略。开发应首先遵循一定的原则,这样才能保证开发的合理性、科学性、持续性。在遵循这些原则的基础上,从邮轮产品的市场定位,强化体验、主题,航线设计等方面提出满足我国邮轮旅游者需求的开发策略。现阶段,我国邮轮旅游尚处于起步阶段,与邮轮经济发达的欧美地区相比仍有较大差距,笔者希望通过本文的研究,能够开发出适合我国国情,符合我国邮轮旅游者偏好,满足我国邮轮旅游者需求的邮轮旅游产品,从而提高本土邮轮公司的市场占有率,促进我国邮轮旅游业的发展,进而带动我国邮轮旅游经济。
[Abstract]:World cruise ships have a history of more than 100 years abroad, and now they have formed a huge and complete industrial chain. Cruise tourism has become the first choice for many people to travel abroad and relax. Throughout the layout of the world cruise market, The Asia-Pacific region is growing rapidly, and cruise arrivals are growing at a much higher rate than in Europe and the United States. Among them, China has a huge population base, a rising per capita income, and the government has vigorously supported the tourism industry. The cruise market is developing rapidly. In 2016, the number of cruise trips in China's cruise market reached three million six hundred and ninety-nine thousand, with a total revenue of 6.73 billion yuan. Revenue in the cruise market is up 47.6 percent from a year earlier. The International Cruise Association predicts that in 2020, the number of cruise passengers worldwide will reach 30 million. In 2020, the cruise market is expected to contribute 51 billion yuan to the Chinese economy. More and more international operators are beginning to pay attention to this huge potential market in China, increasing the number of ships, building fleets, and increasing the market launch. Seize the share of the Chinese cruise market. Although the Chinese market is a huge potential tourist market, which brings a lot of opportunities for cruise operators, but at the same time, there are still many problems to face. Because of the different cultures and customs, There is a great difference between Chinese and western cruise tourists in their demand for experience. If they blindly develop cruise tourism products regardless of the behavior characteristics and cultural preferences of Chinese cruise tourists, they will lose consumer customers and restrict market expansion. From the perspective of experience, this paper compares and analyzes the demand for cruise products by cruise tourists in China and the supply of the existing cruise tourism market, finds out the gap, and puts forward specific solutions to these problems, hoping that the cruise companies will be able to deal with these problems in time. Improving and perfecting the route and so on, designing the tourism products which can bring the cruise tourists a good recollection experience, and promoting the development of our country's cruise tourism economy. The research contents of this paper include the following parts: first, explain the related concepts, The related theories are analyzed to lay a theoretical foundation for the following research. Combined with the domestic and foreign research, the concepts of cruise tourism and cruise tourism products are explained, and the experience economy and tourism experience theory are discussed. It provides a theoretical basis for the study of the relationship between experience and cruise tourism product development. Secondly, it summarizes the current situation of supply, the cognition and demand of domestic tourists to cruise tourism, and summarizes the supply situation of the existing cruise tourism market. And through the way of questionnaire investigation to analyze what the existing cruise tourism products demand of our country cruise tourists, in order to do a good job of market segmentation, market positioning, and then supply and demand comparison, so as to find out the gap and contradiction. Put forward the negative factors that affect the tourist cruise experience. Finally, put forward the development strategy. The development should first follow certain principles, in order to ensure the development of rationality, science, sustainability. On the basis of these principles, From the aspects of market orientation, strengthening experience, theme and route design of cruise products, this paper puts forward some development strategies to meet the needs of cruise tourists in China. At present, cruise tourism in China is still in its infancy. There is still a big gap between Europe and America where the cruise economy is developed. The author hopes that through the research of this paper, we can develop cruise tourism products suitable for our country's national conditions, meet the preference of our country's cruise tourists, and meet the needs of our country's cruise tourists. In order to improve the market share of local cruise companies, promote the development of cruise tourism in China, and then promote the cruise tourism economy in China.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F552;F592

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