海洋经济背景下的浙江邮轮旅游产业化研究

Research on Industrialization of Zhejiang Cruise Tourism under the Background of Marine Economy

浙江的宁波、嘉兴、台州、温州、舟山港口城市大多具有接待邮轮旅游的经验。浙江发展邮轮旅游产业具有区位好、深水港多、旅游资源丰富、消费潜力大的优势,但也有服务设施不足、人才缺乏的劣势,面临国家大力发展邮轮经济、国外邮轮公司拓展浙江市场的机遇和周边城市竞争的挑战。SWOT分析可知,浙江发展邮轮旅游产业潜力巨大。国内外经验表明,浙江邮轮旅游业的产业化需要一系列的动力机制,包括:启动机制是政府主导,主导驱动机制是企业运作和旅游精品塑造,辅助驱动机制是科学促销。浙江在着重打造动力机制的同时,还需要综合的发展对策:政府引导,启动浙江邮轮旅游产业化;整合资源,合理布局浙江邮轮旅游产业;打造精品,以旅游产品带动邮轮旅游产业;培育企业,打造浙江邮轮旅游产业链;开拓市场,扩大浙江邮轮旅游产业的支撑面;培养人才,掌舵浙江邮轮旅游产业。

The port city of Zhejiang mostly have experiences of reception of cruises. Zhejiang have advantages of good location, deepwater port, rich in tourism resources, consumption potential. Zhejiang have disadvantages of service facilities, the lack of talent. Zhejiang have opportunities of national developing cruise economy, foreign cruise company development in Zhejiang market. But Zhejiang has competition from other city. The analysis of SWOT shows that, the development of Zhejiang cruise tourism industry has great potential. Experience shows that, industrialization of Zhejiang cruise tourism needs a series of dynamic mechanisms, including： start mechanism is guiding by the government; the driving mechanism is the operation of enterprises and tourism products; auxiliary drive mechanism is scientific promotion. Zhejiang also needs a series of countermeasures： the government guidance, scientific planning, the development of the best tourism products, cultivation of enterprise, marketing, cultivation of talents.