A COMPARATIVE STUDY ON THE MARKET POSITIONING AND THE DEVELOPMENT OF THE CHINESE AND AMEICAN CRUISE TOURISM MARKET大学生毕业论文.docVIP

PAGE PAGE 34 A COMPARATIVE STUDY ON THE MARKET POSITIONING AND THE DEVELOPMENT OF THE CHINESE AND AMEICAN CRUISE TOURISM MARKET 摘要 中国旅游业的蓬勃发展,促使海上旅游及邮轮产业日渐繁荣，作为国际旅游市场上发展潜力巨大的一项休闲旅游项目，邮轮旅游近年来一直保持着较高的发展速度，年均增幅达到8%-9%左右，中国邮轮旅游虽然起步较晚，但发展势头良好。由于中国旅游业的持续快速发展和得天独厚的良好开发条件，国内市场一直受到世界各大邮轮公司的关注，近年来,随着邮轮经济在全世界旅游产业中的迅猛发展,邮轮旅游市场所创造出来的价值已经逐渐成为国际旅游业中一个重要的经济支柱。与此同时,邮轮旅游在中国的整体旅游市场中,也将是增长幅度最大的一个产业。在不久的将来,中国通过选择邮轮出行的旅游方式,将成为旅游消费经济新的增长点。当旅游消费者开始主动对邮轮进行接受和认可,且邮轮消费日趋成熟时,必将带动并促进中国整体旅游市场的蓬勃发展。本文通过对比中美两国邮轮旅游市场以及借鉴美国邮轮旅游市场的开发，研究中国的邮轮旅游市场定位以及进一步的开发这一市场。 关键词：邮轮旅游；市场定位与开发；比较研究 ABSTRACT The booming development of Chinas tourism industry, which makes the development of marine tourism and cruise industry is booming, as a leisure tourism project, the development of the international tourism market has maintained a high growth rate, the average annual growth rate reached about 8%-9%, while the Chinese cruise tourism has started late, but the development momentum is good. Because of the continuous rapid development of Chinas tourism industry and the favorable development conditions, the domestic market has been concerned by the world. In recent years, with the rapid development of cruise economy in the world, the value of the cruise tourism market has gradually become an important economic pillar of the international tourism industry. At the same time, the cruise tourism in Chinas overall tourism market, it will also be one of the biggest growth industries. In the near future, China will become a new growth point of the tourism consumption economy by choosing the cruise travel mode. When the tourism consumers began to take the initiative to accept and recognition of the cruise, and the consumption of the cruise is increasingly mature, will drive and promote the development of Chinas overall tourism market. This paper compares the cruise tourism markets of the two countries and learn from the American market to research the market positioning of Chinese cruise tourism market and exploit this market