欧洲内河游船业的运营区域与经营策略及其启示

The Operation Areas and Business Strategies of Pleasure-Boat Industries in European Inland River and Its Inspirations

随着后工业社会的来临,西方社会形成了普遍的消费主义休闲文化,河流旅游为满足后现代游客追求独特体验的需要提供了一种很好的选择,而游船则是这种旅游方式的有效载体。近年来欧洲内河游船业的经营规模、接待人数和营业收入持续增长。其经营的重点区域在中欧、西欧和北欧。由于竞争激烈,各游船公司针对细分市场不断采取差别化的经营策略。其旅游产品主题化、组合化、多元化,线路设计周密化,服务设施个性化以及运河遗产和货运驳船的适应性再利用等策略,对我国游船业的发展具有重要的参考价值。

With the coming of post-industrial society,western society has formed common consumerism leisure culture,river tourism provides postmodern tourists with a very good choice to meet their distinctive experience needs, while riverboat is a effective carrier of this kind of tourism model. In recent years,business scale,reception number and revenue of European inland river cruise industry maintain sustainable growth. Its main operation areas con centrate in central,western and northern Europe. Due to fierce competition,many pleasure-boat companies continuously adopt differential operation strategies for segment market. Thematization,modularization and diversification of their＇s tourism product;sophistication of route design,individuation of service facilities as well as adaptive reuse strategies of canal heritage and freight barges have important reference values to the development of our country cruise industries.