基于游客体验的邮轮旅游营销策略研究

Research on Cruise Tourism Marketing Strategies Based on Tourist Experience

摘要: 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。

Abstract: 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.