本文關(guān)鍵詞： 體驗(yàn)視角 郵輪旅游 產(chǎn)品開發(fā) 策略研究　出處：《山東師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：世界郵輪在國外已經(jīng)有100多年歷史,目前已形成了一個(gè)龐大而完整的產(chǎn)業(yè)鏈。郵輪旅游已經(jīng)成為很多人出國旅游,休閑放松的首選方式。縱觀世界郵輪市場的布局,亞太地區(qū)發(fā)展迅猛,郵輪游客接待人次的增速已遠(yuǎn)超歐美等地區(qū)。其中,中國擁有龐大的人口基數(shù),人均收入不斷提高,政府大力支持旅游業(yè),郵輪市場發(fā)展勢頭迅猛,2016年度中國郵輪市場出游人次達(dá)369.9萬人次,總收入達(dá)67.3億元人民幣,郵輪市場的收入規(guī)模同比增長了47.6%。國際郵輪協(xié)會(huì)預(yù)測稱,2020年全球郵輪乘客將達(dá)到3000萬人次的規(guī)模,預(yù)計(jì)2020年郵輪市場對(duì)中國經(jīng)濟(jì)的貢獻(xiàn)將達(dá)到510億元。越來越多的國際運(yùn)營商開始關(guān)注中國這一巨大的潛在市場,增加船只,組建船隊(duì),加大市場投放力度,搶占中國郵輪市場份額。雖然中國市場是一個(gè)潛力巨大的旅游客源市場,這給郵輪運(yùn)營商帶來豐富的機(jī)遇,但同時(shí)還有很多的問題需要面對(duì)。由于文化、習(xí)俗的不同,中西方郵輪旅游者對(duì)體驗(yàn)需求有著較大的差異。如果不顧中國郵輪旅游者的行為特征和文化偏好,而盲目開發(fā)郵輪旅游產(chǎn)品,則會(huì)失去消費(fèi)顧客,制約市場擴(kuò)張。基于此,本文從體驗(yàn)視角出發(fā),通過對(duì)比分析我國郵輪旅游者對(duì)郵輪產(chǎn)品的需求與現(xiàn)有郵輪旅游市場的供應(yīng),找出差距,并針對(duì)這些問題提出具體解決策略,希望郵輪公司能夠在時(shí)間、航線等方面改進(jìn)完善,設(shè)計(jì)出能帶給郵輪旅游者美好回憶體驗(yàn)的旅游產(chǎn)品,促進(jìn)我國郵輪旅游經(jīng)濟(jì)的發(fā)展。論文研究內(nèi)容包括以下幾個(gè)部分:首先,解釋相關(guān)概念,分析相關(guān)理論,為接下來的研究打下理論基礎(chǔ)。結(jié)合國內(nèi)外研究,對(duì)郵輪旅游、郵輪旅游產(chǎn)品等概念進(jìn)行釋義,論述了體驗(yàn)經(jīng)濟(jì)、旅游體驗(yàn)等理論,為研究體驗(yàn)與郵輪旅游產(chǎn)品開發(fā)兩者的關(guān)系提供理論基礎(chǔ)。其次,總結(jié)供給現(xiàn)狀和國內(nèi)旅游者對(duì)郵輪旅游認(rèn)知和需求情況。歸納現(xiàn)有郵輪旅游市場的供給狀況,并通過問卷調(diào)查的方式剖析我國郵輪旅游者對(duì)現(xiàn)存郵輪旅游產(chǎn)品的需求有哪些,從而做好市場細(xì)分、市場定位,再將供給與需求進(jìn)行對(duì)比,從而找出其中的差距與矛盾,提出影響旅游者郵輪體驗(yàn)的負(fù)面因素。最后,提出開發(fā)策略。開發(fā)應(yīng)首先遵循一定的原則,這樣才能保證開發(fā)的合理性、科學(xué)性、持續(xù)性。在遵循這些原則的基礎(chǔ)上,從郵輪產(chǎn)品的市場定位,強(qiáng)化體驗(yàn)、主題,航線設(shè)計(jì)等方面提出滿足我國郵輪旅游者需求的開發(fā)策略�，F(xiàn)階段,我國郵輪旅游尚處于起步階段,與郵輪經(jīng)濟(jì)發(fā)達(dá)的歐美地區(qū)相比仍有較大差距,筆者希望通過本文的研究,能夠開發(fā)出適合我國國情,符合我國郵輪旅游者偏好,滿足我國郵輪旅游者需求的郵輪旅游產(chǎn)品,從而提高本土郵輪公司的市場占有率,促進(jìn)我國郵輪旅游業(yè)的發(fā)展,進(jìn)而帶動(dòng)我國郵輪旅游經(jīng)濟(jì)。
[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.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F552;F592

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