Because of favorable geographical position, unique oriental culture, rich tourism resources and a huge potential of tourist source market, in recent years, we have witnessed a 10-year-period of rapid growth and remarkable change in the cruise industry in China. China has become one of the fastest growing and most dynamic regions of the entire cruise market, with more than 2 million passengers in 2017. China has overwhelmed Germany to become the second largest cruise source country in the world. At present, the cruise industry in China is at the stage of developing outbound tourist flow as its main business. In 2017, 10 Chinese cruise ports of Tianjin, Dalian, Qingdao, Shanghai, Zhoushan, Wenzhou, Xiamen, Guangzhou, Shenzhen, Haikou and Sanya served 2. 39 million (up 11%) homeport cruisers accounting for 96. 5% of total passengers and 0. 17 million (down 37% ) transit passengers. Overemphasizing homeport routes decreases the attractiveness of Chinese cruise cities as cruise destinations. Attracting inbound cruise flow by planning and designing attractive shore excursions is vital for China to create and maintain a sustainable cruise market. Taking the world's second largest cruise company Royal Caribbean International (RCL), the current article analyzes characteristics of shore excursions/activities and relevant resource allocations of international cruise ports of call. The data comes from the official website of the company (www. royalcaribbean. com), containing 7 categories of cruise excursions (active adventures, family connections, culture and sights, culinary delights, tour challenges, caring discoveries and multi-day adventures), 3259 individual shore products in 458 cruise ports of 14 destinations all over the world. Primarily using the content analysis method, the paper explores the characteristics of international cruise port's shore products as well as the corresponding resource allocation problem. Results of the content analysis shows cruise shore products mainly consists of two categories:shore excursions relying on local rich natural and cultural resources, and shore activities offering unique tourist experiences such as extreme sports, outdoor activities, etc. Using the frequency analysis to explore 7 subcategories, the study reveals that products of active adventures and family connections are the most popular cruise shore activities, followed by culture and sights, culinary delights, tour challenges, caring discoveries and multi- day adventures. Furthermore, social network analysis identifies the corresponding relationships between different types of shore products and relevant tourism resources. The results show that active adventures primarily correspond with beaches, fish, nature, coral, reefs, etc. Family connections are related to the words of beach, park, boat, scenery, dolphin and garden, etc. High frequency words appearing in the contents of tour challenges are laser, football, gliding, yachts, crocodiles, hunting, etc. Culture and sights excursions mainly reflect words like museum, palace, art, church, etc. Words of brewery, beer, shopping, rum, cooking, food, vineyard, etc, are frequently found in the introduction of culinary delights. For caring discoveries, one can notice animals and plants like whales, seals, etc. Finally, according to the characteristics of global shore excursions and relevant resources, this article analyzes each cruise port in China and proposes some implications and suggestions for planning and designing shore products.%目前,中国邮轮业正处于以游客输出为主要业务的发展阶段,邮轮旅游出入境逆差明显.沿海港口往往重视母港航线开发而忽略了岸上旅游资源与产品的规划与设计,使得作为邮轮目的地的吸引力不足.文章以全球第二大邮轮公司皇家加勒比邮轮公布的全球14个邮轮目的地、458个邮轮港口配备的7大类3259个岸上旅游产品为研究对象,采用文本分析方法对国际邮轮旅游港口岸上产品的配备特点以及相应的资源配置问题进行了深入研究.词频分析发现,国际邮轮旅游岸上产品通常包含两大类,一类是依托当地丰富的自然资源与人文资源开发的观光类产品,另一类是游客体验度较高的探险、运动、户外、挑战等活动类产品.研究发现,探险之旅以及家庭之旅是目前国际上最流行的邮轮旅游岸上活动,其次是人文之旅与美食之旅,最后是挑战之旅、关爱之旅和多日之旅.进一步,语义网络分析法识别出了不同类型岸上产品与旅游资源之间的对应关系.研究发现,探险之旅与海滩、鱼类、自然、珊瑚、暗礁等词汇对应;家庭之旅与海滩、公园、船、风景、海豚、花园等词汇对应;挑战之旅的高频词出现了激光、足球、滑翔、游艇、鳄鱼、打猎等;与人文之旅对应的高频词包括博物馆、宫殿、艺术、教堂等;美食之旅涉及 酒厂、啤酒、购物、朗姆酒、烹饪、食物、葡萄园等高频词;而关爱之旅则与鲸鱼、植物、海豹等动植物密切相关.最后针对中国主要邮轮港口的资源特点,提出了邮轮旅游岸上产品与活动设计的对策建议.
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