Analysis On Present Situation And Policy Recommendations Of Cruise Tourism Market In Xiamen

From the1980s, cruise tourism flourished, cruise ship gradually became a luxury sea resort. Nowadays, cruise tourism has become an integral part of tourism leisure industry in the world. Although started in Europe and flourished in North America, with the development of cruise tourism industry in the world, now the major growth point of cruise tourism industry is moving from Europe to the ASEAN and the Asia-Pacific region. The common feature of this new growth point for the West is not only to provide a new tourist attraction, but also offers a huge tourist market. As an important sector of international tourism, cruise tourism overspread highly in China. And as one of the most important cruise homeport of China, Xiamen has a unique advantage of the development of cruise tourism. The development of cruise tourism of Xiamen also forms an important part of development of the tourism market and creation of tourism and leisure-oriented city.This article is based in the cruise tourism market situation of Xiamen to discover the problems from tourists for cruise travel demand and market supply of cruise. With PEST analysis, through political, economic, social and technological factors, research the cruise tourism market in Xiamen deeply. Finally make specific policy recommendations of cruise tourism market in Xiamen relate to propaganda of cruise tourism, advancement of cruise industry service chain, professional training, cruise tourism product optimization,cruise industry associations.American Royal Caribbean Cruises Ltd., a world famous company, has laid a good foundation to expand their business in China and formed a strategic partnership with Xiamen Municipal Government. In this paper, I research Royal Caribbean Cruises Ltd. with SWOT analysis and compare with Carnival Cruise Group, in order to understand its strengths, weaknesses, opportunities, threats and business mode of Royal Caribbean Cruises Ltd.. Using related experience for reference is far-reaching significance for Xiamen, even China to created local cruise companies and for the development of cruise tourism market in Xiamen and aim to make some contribution to promote the development of the cruise tourism market in Xiamen.