随着消费水平和消费能力的提升,人们逐渐迈入体验经济时代,邮轮旅游作为新兴的旅游方式正吸引越来越多的游客,但邮轮行业面临的市场竞争也愈发激烈。在新的市场条件下,邮轮企业如何优化游客体验、制定正确的营销策略、提升市场竞争力至...随着消费水平和消费能力的提升,人们逐渐迈入体验经济时代,邮轮旅游作为新兴的旅游方式正吸引越来越多的游客,但邮轮行业面临的市场竞争也愈发激烈。在新的市场条件下,邮轮企业如何优化游客体验、制定正确的营销策略、提升市场竞争力至关重要。本文首先通过八爪鱼软件抓取携程网邮轮板块的网络文本内容,运用ROSTCM6软件对网络文本进行分析,结合相关文献构建具有针对性的邮轮游客体验评价体系。其次通过问卷调查分析影响游客体验的关键因素,并在此基础上结合营销4P理论对目前存在的营销问题进行分析,研究结果表明:邮轮产品丰富度不高、缺乏特色、服务质量待提升;价格乱象,定价策略不灵活;销售渠道混乱,营销渠道待拓展;促销力度不足,方式较为单一。最后基于研究结论从产品、价格、渠道、促销4方面提出策略建议,为邮轮企业制定正确的营销策略提供依据。With the improvement of consumption levels and purchasing power, society has gradually entered the era of the experience economy. As an emerging form of travel, cruise tourism is attracting an increasing number of travelers. However, the cruise industry is also facing intensified market competition. Under these new market conditions, it is crucial for cruise companies to optimize the customer experience, formulate effective marketing strategies, and enhance market competitiveness. This paper first utilizes the Octoparse software to collect web content from the cruise section of Ctrip, and analyzes the data using ROSTCM6 software. In combination with relevant literature, a targeted cruise customer experience evaluation system is constructed. Secondly, a questionnaire survey is conducted to analyze the key factors affecting the customer experience. Based on this, the study applies the 4P marketing theory to analyze current marketing issues. The results indicate that cruise products lack variety and distinctiveness, service quality needs improvement;there is price confusion with inflexible pricing strategies;sales channels are disorganized and need expansion;and promotional efforts are insufficient and overly simplistic. Finally, based on these findings, the paper provides strategic suggestions in terms of product, pricing, channels, and promotion, offering guidance for cruise companies in formulating effective marketing strategies.展开更多
通过深入的网络数据分析,能够揭示游客的邮轮旅游体验,进而映射出旅游目的地在管理与运营层面上的潜在问题。这样的分析有助于针对性地优化旅游目的地的形象,提升游客满意度。本文以邮轮旅游为研究对象,利用ROST CM6.0软件对海量的网络...通过深入的网络数据分析,能够揭示游客的邮轮旅游体验,进而映射出旅游目的地在管理与运营层面上的潜在问题。这样的分析有助于针对性地优化旅游目的地的形象,提升游客满意度。本文以邮轮旅游为研究对象,利用ROST CM6.0软件对海量的网络文本数据进行深度分析,在此基础上,探讨了旅游地的意象认知、旅游体验等核心因素。通过详尽的资料分析,本文得到了如下关键的结论:游客对邮轮旅游总体评价较高,他们对邮轮服务、邮轮设施、游客感知、游客员工等有着深刻的感受,其中,邮轮的室内布置与岸边活动是影响游客体验满意度的重要因素。在以上研究结果的基础上,本文提出了对旅游地进行差别化市场培育战略的建议,针对不同的游客群体制定更具针对性的服务和产品。同时,优化船舶的内部空间设计,提升游客在邮轮上的居住体验。此外,还应注重提升岸上旅游产品的品质和多样性,以丰富游客的旅游体验,进一步提升旅游目的地的整体形象。Through in-depth analysis of online data, it can reveal the experiences of tourists. This further reflects the potential issues in the management and operation of tourism destinations. Such analysis helps to optimize the image of tourist destinations, enhancing tourist satisfaction. This article focuses on cruise tourism as the research object, utilizing ROST CM6.0 software to conduct in-depth analysis of massive online text data, exploring the core factors of image cognition and tourist experience of tourist destinations. Through detailed data analysis, several key conclusions are drawn: tourists generally give high ratings to cruise tourism, having profound perceptions of cruise services, facilities, visitor perceptions, and staff, where interior decoration and shore activities on the cruise are significant factors influencing tourist satisfaction. Building upon these research results, the article proposes suggestions for implementing differentiated market cultivation strategies for tourist destinations, customizing services and products for different tourist groups, and enhancing the internal space design of ships to improve the living experience of tourists on cruises. Additionally, focusing on improving the quality and diversity of onshore tourist products to enrich the tourist experience, further enhancing the overall image of the tourist destination.展开更多
邮轮旅游作为一种新兴的旅游方式,逐渐受到越来越多旅游者的青睐。中国作为全球第二大邮轮客源市场,邮轮旅游业态的培育已成为国内重要的战略性新兴市场。随着在线旅行预订平台的普及,消费者在邮轮旅游决策过程中的风险感知日益成为影...邮轮旅游作为一种新兴的旅游方式,逐渐受到越来越多旅游者的青睐。中国作为全球第二大邮轮客源市场,邮轮旅游业态的培育已成为国内重要的战略性新兴市场。随着在线旅行预订平台的普及,消费者在邮轮旅游决策过程中的风险感知日益成为影响其旅游意愿的重要因素。本研究旨在探讨在线旅行预订背景下,风险感知、自我效能与邮轮旅游意愿之间的关系。通过对潜在邮轮旅游者的问卷调查,本研究构建了一个理论模型,分析了风险感知如何通过自我效能这一中介变量影响邮轮旅游意愿。研究发现,风险感知对邮轮旅游意愿具有显著的负向影响,而自我效能则在风险感知与旅游意愿之间起到部分中介作用。此外,研究还发现自我效能对邮轮旅游意愿具有正向促进作用。本文的研究成果为邮轮旅游行业和在线旅行预订平台提供了实践指导,即通过降低消费者风险感知和提升自我效能,可以有效提高邮轮旅游意愿,从而促进邮轮旅游市场的健康发展。Cruise tourism, as an emerging form of travel, is increasingly favored by a growing number of tourists. As the world’s second-largest source market for cruise passengers, the cultivation of the cruise tourism industry has become a crucial strategic emerging market domestically. With the widespread adoption of online travel booking platforms, consumers’ risk perception during the cruise tourism decision-making process has increasingly become a significant factor influencing their travel intentions. This study aims to explore the relationship between risk perception, self-efficacy, and cruise tourism intention in the context of online travel booking. Through a questionnaire survey of potential cruise tourists, this research constructs a theoretical model and analyzes how risk perception influences cruise tourism intention through the mediating variable of self-efficacy. The findings reveal that risk perception has a significant negative impact on cruise tourism intention, while self-efficacy plays a partial mediating role between risk perception and travel intention. Moreover, the study also finds that self-efficacy has a positive promotional effect on cruise tourism intention. The results of this study provide practical guidance for the cruise tourism industry and online travel booking platforms, suggesting that effectively reducing consumer risk perception and enhancing self-efficacy can significantly increase cruise tourism intention, thereby promoting the healthy development of the cruise tourism market.展开更多
在电子商务浪潮下,网络搜索成为洞察邮轮旅游需求的关键窗口。本文基于百度指数,结合年际变动指数、季节集中指数、变异系数以及地理集中指数揭示了中国31个省(自治区、直辖市) 2018~2022年的邮轮旅游网络关注度的空间分异特征,即邮轮...在电子商务浪潮下,网络搜索成为洞察邮轮旅游需求的关键窗口。本文基于百度指数,结合年际变动指数、季节集中指数、变异系数以及地理集中指数揭示了中国31个省(自治区、直辖市) 2018~2022年的邮轮旅游网络关注度的空间分异特征,即邮轮旅游需求的动态规律。在此基础上运用地理加权回归法对其影响因素进行探究,旨在为邮轮旅游行业在电商时代下的精准营销、策略调整及可持续发展提供实证参考与策略建议。Under the wave of e-commerce, web search has become a key window to gain insight into the needs of cruise tourism. Based on Baidu index, combined with the inter-annual variation index, seasonal concentration index, coefficient of variation and geographic concentration index, this paper reveals the spatial differentiation characteristics of cruise tourism network attention in 31 provinces (autonomous regions and municipalities) from 2018 to 2022, namely the dynamic law of cruise tourism demand. On this basis, the geographical weighted regression method is used to explore the influencing factors, aiming to provide empirical reference and strategic suggestions for the precision marketing, strategy adjustment and sustainable development of the cruise tourism industry in the era of e-commerce.展开更多
在人口老龄化的大背景下,老年群体逐步成为旅游业的主流客户群体,其中对于邮轮旅游相关企业面临着更为紧迫的调整网络营销策略的现状需求。本文通过对多篇文献的整理分析,深刻了解老年群体的多元化需求如健康养生、文化体验等,发现邮轮...在人口老龄化的大背景下,老年群体逐步成为旅游业的主流客户群体,其中对于邮轮旅游相关企业面临着更为紧迫的调整网络营销策略的现状需求。本文通过对多篇文献的整理分析,深刻了解老年群体的多元化需求如健康养生、文化体验等,发现邮轮旅游相关企业在当前的营销方式中的数字平台应用、社交媒体整合及个性化服务上存在诸多不足。针对这些挑战,本文提出了一系列优化措施,例如:加强内容营销,以符合老年人的兴趣和偏好;优化用户体验,确保网站和APP的界面友好且易于操作;实施精准营销策略,利用大数据分析来定制个性化旅游产品;以及加强线上线下资源的整合,构建全面的营销网络等。这些策略旨在推动邮轮旅游行业的健康和可持续发展,同时满足老年人对高质量旅游服务的需求,以期为邮轮旅游相关企业在应对老龄化挑战中提供新的理论支持和实践方向。Under the background of the aging population, the elderly group has gradually become the mainstream customer group of the tourism industry, among which the cruise travel-related enterprises are facing more urgent needs to adjust the current situation of network marketing strategy. Through the collation and analysis of several literatures, this paper has a deep understanding of the diversified needs of elderly groups, such as health maintenance, cultural experience, etc., and finds that cruise travel-related enterprises have many shortcomings in the current marketing methods of digital platform application, social media integration and personalized service. To address these challenges, this paper proposes a series of optimization measures, such as: strengthen content marketing to match the interests and preferences of the elderly;optimize the user experience and ensure that the interface of the website and APP is friendly and easy to use;implement precision marketing strategies and use big data analysis to customize personalized tourism products;and strengthen the integration of online and offline resources to build a comprehensive marketing network. These strategies aim to promote the healthy and sustainable development of the cruise tourism industry, while meeting the needs of the elderly for high-quality tourism services, with a view to providing new theoretical support and practical direction for cruise travel-related enterprises in coping with the challenges of aging.展开更多
文摘随着消费水平和消费能力的提升,人们逐渐迈入体验经济时代,邮轮旅游作为新兴的旅游方式正吸引越来越多的游客,但邮轮行业面临的市场竞争也愈发激烈。在新的市场条件下,邮轮企业如何优化游客体验、制定正确的营销策略、提升市场竞争力至关重要。本文首先通过八爪鱼软件抓取携程网邮轮板块的网络文本内容,运用ROSTCM6软件对网络文本进行分析,结合相关文献构建具有针对性的邮轮游客体验评价体系。其次通过问卷调查分析影响游客体验的关键因素,并在此基础上结合营销4P理论对目前存在的营销问题进行分析,研究结果表明:邮轮产品丰富度不高、缺乏特色、服务质量待提升;价格乱象,定价策略不灵活;销售渠道混乱,营销渠道待拓展;促销力度不足,方式较为单一。最后基于研究结论从产品、价格、渠道、促销4方面提出策略建议,为邮轮企业制定正确的营销策略提供依据。With the improvement of consumption levels and purchasing power, society has gradually entered the era of the experience economy. As an emerging form of travel, cruise tourism is attracting an increasing number of travelers. However, the cruise industry is also facing intensified market competition. Under these new market conditions, it is crucial for cruise companies to optimize the customer experience, formulate effective marketing strategies, and enhance market competitiveness. This paper first utilizes the Octoparse software to collect web content from the cruise section of Ctrip, and analyzes the data using ROSTCM6 software. In combination with relevant literature, a targeted cruise customer experience evaluation system is constructed. Secondly, a questionnaire survey is conducted to analyze the key factors affecting the customer experience. Based on this, the study applies the 4P marketing theory to analyze current marketing issues. The results indicate that cruise products lack variety and distinctiveness, service quality needs improvement;there is price confusion with inflexible pricing strategies;sales channels are disorganized and need expansion;and promotional efforts are insufficient and overly simplistic. Finally, based on these findings, the paper provides strategic suggestions in terms of product, pricing, channels, and promotion, offering guidance for cruise companies in formulating effective marketing strategies.
文摘通过深入的网络数据分析,能够揭示游客的邮轮旅游体验,进而映射出旅游目的地在管理与运营层面上的潜在问题。这样的分析有助于针对性地优化旅游目的地的形象,提升游客满意度。本文以邮轮旅游为研究对象,利用ROST CM6.0软件对海量的网络文本数据进行深度分析,在此基础上,探讨了旅游地的意象认知、旅游体验等核心因素。通过详尽的资料分析,本文得到了如下关键的结论:游客对邮轮旅游总体评价较高,他们对邮轮服务、邮轮设施、游客感知、游客员工等有着深刻的感受,其中,邮轮的室内布置与岸边活动是影响游客体验满意度的重要因素。在以上研究结果的基础上,本文提出了对旅游地进行差别化市场培育战略的建议,针对不同的游客群体制定更具针对性的服务和产品。同时,优化船舶的内部空间设计,提升游客在邮轮上的居住体验。此外,还应注重提升岸上旅游产品的品质和多样性,以丰富游客的旅游体验,进一步提升旅游目的地的整体形象。Through in-depth analysis of online data, it can reveal the experiences of tourists. This further reflects the potential issues in the management and operation of tourism destinations. Such analysis helps to optimize the image of tourist destinations, enhancing tourist satisfaction. This article focuses on cruise tourism as the research object, utilizing ROST CM6.0 software to conduct in-depth analysis of massive online text data, exploring the core factors of image cognition and tourist experience of tourist destinations. Through detailed data analysis, several key conclusions are drawn: tourists generally give high ratings to cruise tourism, having profound perceptions of cruise services, facilities, visitor perceptions, and staff, where interior decoration and shore activities on the cruise are significant factors influencing tourist satisfaction. Building upon these research results, the article proposes suggestions for implementing differentiated market cultivation strategies for tourist destinations, customizing services and products for different tourist groups, and enhancing the internal space design of ships to improve the living experience of tourists on cruises. Additionally, focusing on improving the quality and diversity of onshore tourist products to enrich the tourist experience, further enhancing the overall image of the tourist destination.
文摘邮轮旅游作为一种新兴的旅游方式,逐渐受到越来越多旅游者的青睐。中国作为全球第二大邮轮客源市场,邮轮旅游业态的培育已成为国内重要的战略性新兴市场。随着在线旅行预订平台的普及,消费者在邮轮旅游决策过程中的风险感知日益成为影响其旅游意愿的重要因素。本研究旨在探讨在线旅行预订背景下,风险感知、自我效能与邮轮旅游意愿之间的关系。通过对潜在邮轮旅游者的问卷调查,本研究构建了一个理论模型,分析了风险感知如何通过自我效能这一中介变量影响邮轮旅游意愿。研究发现,风险感知对邮轮旅游意愿具有显著的负向影响,而自我效能则在风险感知与旅游意愿之间起到部分中介作用。此外,研究还发现自我效能对邮轮旅游意愿具有正向促进作用。本文的研究成果为邮轮旅游行业和在线旅行预订平台提供了实践指导,即通过降低消费者风险感知和提升自我效能,可以有效提高邮轮旅游意愿,从而促进邮轮旅游市场的健康发展。Cruise tourism, as an emerging form of travel, is increasingly favored by a growing number of tourists. As the world’s second-largest source market for cruise passengers, the cultivation of the cruise tourism industry has become a crucial strategic emerging market domestically. With the widespread adoption of online travel booking platforms, consumers’ risk perception during the cruise tourism decision-making process has increasingly become a significant factor influencing their travel intentions. This study aims to explore the relationship between risk perception, self-efficacy, and cruise tourism intention in the context of online travel booking. Through a questionnaire survey of potential cruise tourists, this research constructs a theoretical model and analyzes how risk perception influences cruise tourism intention through the mediating variable of self-efficacy. The findings reveal that risk perception has a significant negative impact on cruise tourism intention, while self-efficacy plays a partial mediating role between risk perception and travel intention. Moreover, the study also finds that self-efficacy has a positive promotional effect on cruise tourism intention. The results of this study provide practical guidance for the cruise tourism industry and online travel booking platforms, suggesting that effectively reducing consumer risk perception and enhancing self-efficacy can significantly increase cruise tourism intention, thereby promoting the healthy development of the cruise tourism market.
文摘在电子商务浪潮下,网络搜索成为洞察邮轮旅游需求的关键窗口。本文基于百度指数,结合年际变动指数、季节集中指数、变异系数以及地理集中指数揭示了中国31个省(自治区、直辖市) 2018~2022年的邮轮旅游网络关注度的空间分异特征,即邮轮旅游需求的动态规律。在此基础上运用地理加权回归法对其影响因素进行探究,旨在为邮轮旅游行业在电商时代下的精准营销、策略调整及可持续发展提供实证参考与策略建议。Under the wave of e-commerce, web search has become a key window to gain insight into the needs of cruise tourism. Based on Baidu index, combined with the inter-annual variation index, seasonal concentration index, coefficient of variation and geographic concentration index, this paper reveals the spatial differentiation characteristics of cruise tourism network attention in 31 provinces (autonomous regions and municipalities) from 2018 to 2022, namely the dynamic law of cruise tourism demand. On this basis, the geographical weighted regression method is used to explore the influencing factors, aiming to provide empirical reference and strategic suggestions for the precision marketing, strategy adjustment and sustainable development of the cruise tourism industry in the era of e-commerce.
文摘在人口老龄化的大背景下,老年群体逐步成为旅游业的主流客户群体,其中对于邮轮旅游相关企业面临着更为紧迫的调整网络营销策略的现状需求。本文通过对多篇文献的整理分析,深刻了解老年群体的多元化需求如健康养生、文化体验等,发现邮轮旅游相关企业在当前的营销方式中的数字平台应用、社交媒体整合及个性化服务上存在诸多不足。针对这些挑战,本文提出了一系列优化措施,例如:加强内容营销,以符合老年人的兴趣和偏好;优化用户体验,确保网站和APP的界面友好且易于操作;实施精准营销策略,利用大数据分析来定制个性化旅游产品;以及加强线上线下资源的整合,构建全面的营销网络等。这些策略旨在推动邮轮旅游行业的健康和可持续发展,同时满足老年人对高质量旅游服务的需求,以期为邮轮旅游相关企业在应对老龄化挑战中提供新的理论支持和实践方向。Under the background of the aging population, the elderly group has gradually become the mainstream customer group of the tourism industry, among which the cruise travel-related enterprises are facing more urgent needs to adjust the current situation of network marketing strategy. Through the collation and analysis of several literatures, this paper has a deep understanding of the diversified needs of elderly groups, such as health maintenance, cultural experience, etc., and finds that cruise travel-related enterprises have many shortcomings in the current marketing methods of digital platform application, social media integration and personalized service. To address these challenges, this paper proposes a series of optimization measures, such as: strengthen content marketing to match the interests and preferences of the elderly;optimize the user experience and ensure that the interface of the website and APP is friendly and easy to use;implement precision marketing strategies and use big data analysis to customize personalized tourism products;and strengthen the integration of online and offline resources to build a comprehensive marketing network. These strategies aim to promote the healthy and sustainable development of the cruise tourism industry, while meeting the needs of the elderly for high-quality tourism services, with a view to providing new theoretical support and practical direction for cruise travel-related enterprises in coping with the challenges of aging.
