Marketing Strategy Of Short-sea Cruise Tourism Products For The Northeast Region

After30years of rapid development, the cruise market in some developed countries become mature, while the cruise tourism in China is not well developed. China has recognized the importance of the cruise tourism, and many efforts have been taken to develop the cruise market. However, the expected goals are not achieved yet.To analysize from the perspective of the product, we could find two problems. One is that in Chinese cruise tourism market the international cruise company’s products occupy a dominant position, however, these products exist problems such as high cost, shortage of localization to catering and entertainment and so on; Another is the products that our country’s company independently developed are difficult to achieve sustainable development due to lack of experience.Hence, this paper proposes the concept of Short-sea Cruise Tourism with the aim of seeking the transitional mode for Chinese cruise industry to develop from the start to the mature.Firstly, we summarize and analyze the main characteristics and development process of mature international cruise tourism market through the literature analysis method, then on the basis of international law the paper analyzes the present situation and the existing problems of cruise tourism products in China, and provide the basis for the development of short-sea cruise tourism products; Secondly, we attempt to understand the demand attributes for cruise tourism in China through questionnaire survey. Thirdly, based on the surveyed findings and the developing plans of the cruise tourism in Chinese port cities, we identify the alternative port group and forecast the demand distribution among the ports; Fourthly, we establish a route optimization model with two objective functions, maximum demand and minimize the cost, and get the optimal solution by Genetic Algorithm. Finally, we summarize the paper, and put forward the problems and prospects. The study may have a positive significance for promoting the development of Chinese cruise market.