CAJ | 학술논문

随着我国经济的迅速发展和居民生活水平的提高，我国居民的旅游度假意识逐渐形成，对邮轮等高端旅游产品的需求也日益增加。近几年，我国邮轮旅游发展迅速，蕴含巨大的市场潜力，如何培育和开发邮轮旅游市场是目前的当务之急。本文从体验营销的角度探讨邮轮旅游营销问题，首先分析邮轮旅游体验式营销的战略基础，然后提出邮轮旅游实施体验营销的具体策略。
수착아국경제적신속발전화거민생활수평적제고，아국거민적여유도가의식축점형성，대유륜등고단여유산품적수구야일익증가。근궤년，아국유륜여유발전신속，온함거대적시장잠력，여하배육화개발유륜여유시장시목전적당무지급。본문종체험영소적각도탐토유륜여유영소문제，수선분석유륜여유체험식영소적전략기출，연후제출유륜여유실시체험영소적구체책략。
With the rapid development of China’s economy and people’s increasing living stand‐ard ,our residents’ awareness of vacation gradually formed and they increased their demand for high-end tourism products such as cruise .In recent years ,cruise tourism has quickly developed and still has huge market potentials ,so the current priority is how to cultivate and develop cruise tourism market . This thesis talked about the cruise tourism marketing from the perspective of experiential marketing , which contains the analysis of the strategic foundation of cruise experiential marketing sales and the spe‐cific strategies for the implication of experiential marketing in cruise tourism .