郵輪旅游產品的內涵TheConnotationofCruiseTourismProducts天津海運職業學院趙瑩瑩TianjinMaritimeCollegeZhaoYingying目錄Content郵輪旅游產品定義DefinitionofCruiseTourismProducts1郵輪旅游產品構成CruiseTourismProductComposition2郵輪旅游產品層次CruiseTourismProductLevel3郵輪旅游產品定義DefinitionofCruiseTourismProducts1供給者角度Supplier'sPerspective郵輪旅游產品定義DefinitionofCruiseTourismProducts郵輪旅游產品是指郵輪公司借助一定的旅游資源和旅游設施，為旅游者提供的滿足其在郵輪旅游過程中綜合服務需要的組合。Cruisetourismproductsrefertothecombinationofcruisecompaniesprovidingcomprehensiveservicesfortouristsbymeansofcertaintourismresourcesandtourismfacilitiestomeettheircomprehensiveserviceneedsintheprocessofcruisetourism.游客乘坐郵輪航行TouristsSailonaCruiseShip游客享受郵輪的設施和服務Visitorscanenjoythefacilitiesandservicesofthecruiseship交通Traffic郵輪旅游目的地CruiseTourismDestination郵輪的雙重功能TheDualFunctionsofCruiseShips2需求者角度Demander'sPerspective郵輪旅游產品定義DefinitionofCruiseTourismProducts郵輪旅游產品是指旅游者以貨幣形式向郵輪旅游經營者購買的全部有形產品與無形產品的總和。即游客在一次完整的郵輪旅游消費過程中，可以得到滿足需求與欲望的有形產品和無形服務。Cruisetourismproductsrefertothesumofalltangibleandintangibleproductspurchasedbytouristsfromcruisetourismoperatorsinmonetaryform.Thatis,touristscangettangibleproductsandintangibleservicestomeettheirneedsanddesiresinacompletecruisetourismconsumptionprocess.世界美食WorldFood免稅商品Duty-freeGoods心理體驗PsychologicalExperience郵輪旅游產品定義DefinitionofCruiseTourismProducts在實際經營中，郵輪公司提供的郵輪旅游產品是以郵輪旅游航次作為具體的表現形態，并且以航次為單位在市場上進行售賣的。ntheactualoperation,cruisetourismproductsprovidedbycruisecompaniesaresoldinthemarketbycruisetravelasaspecificformofexpression.郵輪旅游產品構成

CruiseTourismProductComposition航行船只NavigationVessel航行服務NavigationService航行時間SailingTime航行線路NavigationRoute1航行船只NavigationVessel郵輪旅游產品構成

CruiseTourismProductComposition構成郵輪旅游產品的必備要素EssentialElementsofCruiseTourismProducts郵輪的設施

CruiseFacilities噸位CruiseTonnage設施設備FacilitiesandEquipment空間與布局SpaceandLayout裝飾裝潢Decoration郵輪的形象

TheImageofCruiseShip歷史History設計風格DesignStyle品牌定位BrandPositioning知名度與美譽度FameandReputation2航行時間SailingTime郵輪旅游產品構成

CruiseTourismProductComposition郵輪旅游需求在一年中不同時段呈現波動狀態Cruisetourismdemandfluctuatesatdifferenttimesoftheyear季節性特點SeasonalCharacteristics郵輪旅游產品構成

CruiseTourismProductComposition航行時間長短TheLengthoftheSailingTime同游客青睞不同時間長短的郵輪航次產品Differenttouristsfavorcruisevoyageproductsofdifferentduration3航行線路NavigationRoute郵輪旅游產品構成

CruiseTourismProductComposition郵輪航線是郵輪從母港出發到結束行程靠岸過程中所航行的路線Thecruiselineistherouteofthecruiseshipfromthehomeporttotheendofthejourney季節Season水域Waters港口目的地旅游吸引物TourismAttractionofPortDestination3航線服務NavigationService郵輪旅游產品構成

CruiseTourismProductComposition航行服務是在郵輪旅游全過程中為旅游者提供的服務內容、方式、態度、速度與效率等.Navigationserviceistheservicecontent,way,attitude,speedandefficiencyprovidedfortouristsinthewholeprocessofcruisetourism3航線服務NavigationService郵輪旅游產品構成

CruiseTourismProductComposition服務項目數量NumberofServiceItems服務內容深度ServiceContentDepth郵輪間競爭重要環節ImportantLinksofCruiseCompetition郵輪旅游產品構成

CruiseTourismProductComposition產生過程ProductionProcess服務項目ServiceItems服務價格ServicePrice服務Service靜態StaticState服務觀念ServiceConcept服務技術ServiceTechnology服務態度ServiceAttitude郵輪旅游產品層次

CruiseTourismProductLevel核心產品Core

ProductsFormalProduct形式產品ExpectedProducts期望產品ExtendedProducts延伸產品PotentialProducts潛在產品核心產品

CoreProducts游客在郵輪旅游期間的最基本需求Themostbasicneedsoftouristsduringcruisetourism消費者購買郵輪旅游產品時所獲得的基本利益Thebasicbenefitsobtainedbyconsumerswhenpurchasingcruisetourismproducts.形式產品

FormalProduct是核心產品借以實現的形式，是能夠滿足消費者需求的實實在在的產品和服務

Itistheformbywhichcoreproductsarerealized,anditistherealproductsandservicesthatcanmeettheneedsofconsumers.客艙住宿CabinAccommodation餐廳美食RestaurantFood休閑娛樂RestaurantFood岸上風光ShoreScenery期望產品

ExpectedProducts消費者在購買郵輪旅游產品時必然產生的種種期望

Consumers'expectationsareinevitablewhentheybuycruiseproducts.舒適度Comfort受人尊重BeRespected安全感SenseofSecurity良好的服務GoodService延伸產品

ExtendedProducts郵輪形式產品與期望產品的延伸和進一步完善Theextensionandfurtherimprovementofcruiseformproductsandexpectedproducts郵輪旅游產品創新CruiseTourismProductInnovation郵輪主題航次開展LaunchofCruiseThemedVoyages延伸產品

ExtendedProductsNorwegianCruiseShip-Emerald-StarTrekTheme諾唯真游輪-翡翠號——星際迷航主題HollandAmericanCruises-NewAmsterdam-GodofKitchenTheme荷美郵輪-新阿姆斯特丹號——廚神主題創新innovative潛在產品

PotentialProducts指現有郵輪旅游產品可能的演變趨勢和前景，通常超越消費者的期望和預料Referstothepossibleevolutiontrendsandprospectsofexistingcruisetravelproducts,whichusuallyexceedtheexpectationsandexpectationsofconsumers.特殊性、臨時性服務SpecialandTemporaryServices本講小結Summary郵輪旅游產品的定義DefinitionofCruiseTourismProducts供給者角度Supplier'sPerspective需求者角度Demander'sPerspective郵輪旅游產品構成CruiseTourismProductComposition航行船只NavigationVessel航行時間SailingTime航行線路NavigationRoute航行服務NavigationService本講小結Summary郵輪旅游產品構成CruiseTourismProductComposition核心產品CoreProducts形式產品FormalProduc