Study On Characteristics Of Chinese Cruise Tourists Based On Demographic Data

In recent years,cruise tourism in China has developed rapidly and showing a good development momentum.However,due to the short cultivation period of China's cruise tourism market,the domestic cruise tourists have limited knowledge of cruise tourism,resulting in a low degree of experience of tourists,affecting the healthy development of cruise tourism market.At present,domestic scholars have done little research on cruise tourists,which restricts the understanding of cruise tourists,the main body of cruise tourism market.Taking cruise tourists as the research subject,this paper adopts the method of combination of qualitative research and quantitative research.Based on the analysis of a large number of real tourist demographic data,it summarizes the demographic characteristics of cruise tourists and concludes the two major target customer groups of Chinese cruise tourists market:parent-child tourism and silver tourism.These two groups has great differences in the cruise brand choice,travel time,route time,consumption level and so on.Therefore,based on the marketing status and existing problems of cruise market in China,combined with the characteristics of cruise tourists and applying the market segmentation theory and 4C theory,It is suggested that cruise companies and travel agencies should adopt different marketing strategies for different groups of cruise tourists from four aspects,namely,to meet the needs of cruise tourists,reduce the purchase cost of cruise tourists,improve the convenience of cruise tourists to obtain information,and strengthen the interaction and communication with cruise touristsThis research can further the study on the target customer market of cruise ship in the academic circle,help the industry more accurately locate the target customer market,formulate targeted marketing strategies,reasonably allocate enterprise resources,and then promote the sustainable development of domestic cruise tourism.