Efficiency Evaluation Of The Cruise Lines Based On Super Network SBM Model

After more than 50 years development,the modern cruises have been a mature industry and all aspects have been perfected.In the fast-developing industrial environment of modern cruises,cruise lines have gradually formed an oligopoly phenomenon in the cruise market through continuous integration and mergers.Although China's cruise tourism is lagging behind the world for 30 to 40 years,and still in its infancy,it has become the fastest growing emerging market in the world.The cruise lines are the core of the cruise industry.They are the mediator of cruise passengers and cruise tourism.They are also important links connecting the entire industry chain of cruises.The efficiency of cruise lines directly affect their survival and development.First of all,based on the theory of cruise and cruise industry,combined with the concept of efficiency and other definitions of related efficiency,this paper defines the concept of the cruise line efficiency.Secondly,this paper establishes a two-stage model of the cruise line efficiency,and divides the actual operation process of the cruise lines into two stages:operational stage and sales stage.The inputs in operational stage are the number of employees,fuel cost and the number of cruise ships,and the output is the passenger turnover.The inputs in sales stage are passenger turnover and sales costs,the output is the total revenue,and then the evaluation model is constructed.Thirdly,with Carnival Corporation&plc,Royal Caribbean Cruises Ltd.and Genting Hong Kong Limited as research objects,the super-network SBM model is used to conduct empirical analysis of the three cruise lines to calculate the total efficiency,operational efficiency and sales efficiency from 2005 to 2017,as well as the efficiency change index of cruise lines over the past 13 years.The study shows that during the period from 2005 to 2017,the sales efficiency is higher than the operational efficiency,but the operational efficiency has a greater impact on the overall efficiency.Among the three cruise lines,Carnival has the highest overall efficiency and the least fluctuations;Royal Caribbean Cruises has a high overall efficiency and fluctuates in general;Genting Hong Kong has the lowest overall efficiency and the most fluctuations.Finally,through the horizontal and vertical analysis of the cruise line efficiency,some suggestions are proposed from three aspects of improving operational efficiency,sales efficiency and overall efficiency,which provides a reference for the healthy and rapid development of cruise lines.The research in this paper not only enriches the model and research method of the efficiency evaluation of cruise lines,but also provides suggestions for the cruise lines to carry out relevant practical activities.