国际邮轮港口岸上产品配备与资源配置——基于产品类型的实证分析  

Shore Excursions, Activities and Relevant Resource Allocations of International Cruise Ports

作　　者：孙晓东[1] 倪荣鑫 SUN Xiaodong;NI Rongxin(School of Business Administration,East China Normal University,Shanghai 200241,China)

机构地区：[1]华东师范大学工商管理学院,上海200241

出　　处：《旅游学刊》2018年第7期63-78,共16页Tourism Tribune

基　　金：国家自然科学基金面上项目"邮轮航线规划的影响因素;资源配置与优化策略研究"(71572057);国家自然科学基金青年项目"邮轮港口的腹地划分;竞争力评价与空间协同研究:理论模型与中国实证"(71202134);上海市浦江人才计划"邮轮航线规划的指标体系;满意度测评与优化策略研究"(17PJC033);国家旅游局旅游业青年专家培养计划(TYETP201522)共同资助~~

摘　　要：目前,中国邮轮业正处于以游客输出为主要业务的发展阶段,邮轮旅游出入境逆差明显。沿海港口往往重视母港航线开发而忽略了岸上旅游资源与产品的规划与设计,使得作为邮轮目的地的吸引力不足。文章以全球第二大邮轮公司皇家加勒比邮轮公布的全球14个邮轮目的地、458个邮轮港口配备的7大类3259个岸上旅游产品为研究对象,采用文本分析方法对国际邮轮旅游港口岸上产品的配备特点以及相应的资源配置问题进行了深入研究。词频分析发现,国际邮轮旅游岸上产品通常包含两大类,一类是依托当地丰富的自然资源与人文资源开发的观光类产品,另一类是游客体验度较高的探险、运动、户外、挑战等活动类产品。研究发现,探险之旅以及家庭之旅是目前国际上最流行的邮轮旅游岸上活动,其次是人文之旅与美食之旅,最后是挑战之旅、关爱之旅和多日之旅。进一步,语义网络分析法识别出了不同类型岸上产品与旅游资源之间的对应关系。研究发现,探险之旅与海滩、鱼类、自然、珊瑚、暗礁等词汇对应;家庭之旅与海滩、公园、船、风景、海豚、花园等词汇对应;挑战之旅的高频词出现了激光、足球、滑翔、游艇、鳄鱼、打猎等;与人文之旅对应的高频词包括博物馆、宫殿、艺术、教堂等;美食之旅涉及酒厂、啤酒、购物、朗姆酒、烹饪、食物、葡萄园等高频词;而关爱之旅则与鲸鱼、植物、海豹等动植物密切相关。最后针对中国主要邮轮港口的资源特点,提出了邮轮旅游岸上产品与活动设计的对策建议。Because of favorable geographical position, unique oriental culture, rich tourism resources and a huge potential of tourist source market, in recent years, we have witnessed a 10-year-period of rapid growth and remarkable change in the cruise industry in China. China has become one of the fastest growing and most dynamic regions of the entire cruise market, with more than 2 million passengers in 2017. China has overwhelmed Germany to become the second largest cruise source country in the world.At present, the cruise industry in China is at the stage of developing outbound tourist flow as its main business. In 2017, 10 Chinese cruise ports of Tianjin, Dalian, Qingdao, Shanghai, Zhoushan,Wenzhou, Xiamen, Guangzhou, Shenzhen, Haikou and Sanya served 2. 39 million（up 11%） homeport cruisers accounting for 96. 5% of total passengers and 0. 17 million（down 37%） transit passengers.Overemphasizing homeport routes decreases the attractiveness of Chinese cruise cities as cruise destinations. Attracting inbound cruise flow by planning and designing attractive shore excursions is vital for China to create and maintain a sustainable cruise market.Taking the world＇s second largest cruise company Royal Caribbean International（RCL）, the current article analyzes characteristics of shore excursions/activities and relevant resource allocations of international cruise ports of call. The data comes from the official website of the company（www.royalcaribbean. com）, containing 7 categories of cruise excursions（active adventures, family connections, culture and sights, culinary delights, tour challenges, caring discoveries and multi-day adventures）, 3259 individual shore products in 458 cruise ports of 14 destinations all over the world.Primarily using the content analysis method, the paper explores the characteristics of international cruise port＇s shore products as well as the corresponding resource allocation problem.Results of the content analysis shows cruise shore products mainly consists of two categories�

关 键 词：邮轮 邮轮港口 邮轮旅游 岸上产品 岸上活动 文本分析 

分 类 号：F59[经济管理—旅游管理]