Research On The Performance Evaluation Of Cruise Industry Based On The Value Generation

Since the Italian song poetry of cruise lines "Allegra," opened in Shanghai, which is the first cruise home port in China, Chinese cruise industry presents the explosive growth in recent years.According to per capita GDP in China, some cities in China have possessed basic requirements to develop cruise tourism industry.At the same time, thegovernment also introduced some conductiveguidance policies to improve the cruise industry development, which provided a good environment for cruise industry development.From the enterprise level, the rapid growth of China’s cruise travel market makes the world giant cruise lines layout significantly accelerated in China, and China enterprises begin to set foot in the core business in cruise tourism industry. In this environment,Chinese cruise industry ushered in the important opportunity of development.Cruise industry is a large and comprehensive industry, not only involving large cruise ship manufacturing, but also involving all aspects of the entertainment and purchasing, and involving port and other comprehensive facilities and services.Based on the characteristics of cruise industry, its development value is infinite. From the angle of value generation, by studying industry value chain in industry economics and combiningthe characteristics of the cruise industry,this paperelaborates the connotation of cruise industry value chain and value generation. On the basis of the comprehensive performancetheory, this paper explains the conception of the cruise industry performance. In order to determine the performance measurement of cruise industry, this paper introduces thePorterValue Theoryto analyze cruise industry chain,andidentifies five key performance indicators, namely: cruise researching &manufacturing,market development potential,enterprise operation ability, economic supportconditions andport support conditions.On this basis, the analytic hierarchy process(AHP) is introduced into the cruise industry performance evaluation, and the grey comprehensive evaluation model is established. At the empirical level, six major cities, Shanghai, Tianjin, Qingdao, Dalian, Xiamen andSanya were chosen to verify the rationality and feasibility of the model. Then, the evaluation result of cruise industry performance in China is concluded and which may promote the cruise industry optimization and improvement. Finally, this paperputs forward the countermeasuresandsuggestions on the improvement of cruise industry performance from four aspects: industrial planning, industry supervision, port cooperationand personnel training.