邮轮母港游客满意度测评与提升研究——基于上海的实证分析

自2006年开始,中国邮轮业开始步入快速发展时期。目前,上海拥有中国大陆硬件最优良的邮轮母港,游客接待量已经跃居全球前列。然而在港区功能配备、游客在港服务等方面,上海与国际著名邮轮母港相比还存在较大差距。构建了邮轮母港的游客满意度指标体系,并对上海出发的母港游客进行了满意度测评,从而识别出了单项指标的期望满意差距,进而提出了上海母港满意度提升的对策和措施。研究结果表明,上海应着重在网络与信息服务、港区免税购物、儿童设施配备、通关安检效率、停车与人车分流、港区安全保障等方面提升游客满意度。

Evaluation of Tourist Satisfaction with Cruise Homeport: An Empirical Study on Shanghai

The cruise industry has become one of the most rapidly developing segments in the entire tourism market. On a global basis, although the cruising sector is overwhelmed by North America and Europe, the Asia Pacific Region has reported exciting growth rates in recent years. As the core component of the Asian market, China is undergoing rapid development in terms of both infrastructure construction and cruise ship reception. A cruise port system has been established along Chinese coastline. In recent years, as the most developed cruise city in mainland of China, Shanghai is experiencing a fast developing phase with two outstanding cruise ports/terminals, the Shanghai Port International Cruise Terminal and the Wusongkou International Cruise Port, among which Wusongkou has the strongest berthing capacity for cruise ships in Asia Pacific Region, sending more than 986,000 homeport cruisers outside China in 2015. For a cruise homeport where infrastructure construction has been completed, it’s critical to continuously attract cruisers to visit through high level of service quality and tourist satisfaction. To do this, the key is to establish a comprehensive homeport satisfaction index system, identify expected satisfaction gap for each criteria, and then propose managerial strategies for improving tourist satisfaction. The purpose of this article is to evaluate cruiser satisfaction with cruise homeport, through an empirical study on Shanghai Wusongkou International Cruise Port. Firstly, we identified a homeport satisfaction index system including 27 criterion based on a broad literature review along with two brainstorming sessions. Then, a questionnaire was developed and distributed to more than 300 cruisers embarking on Shanghai. Based on collected data, we use a multiple criteria decision making method to evaluate and identify the gaps between each criteria and relevant aspired level. Our results show that homeport criterion with lower expected satisfaction level include internet service/WIFI, shopping/duty free shops, clearance/security check efficiency, currency exchange, children area, embarkation, seating room, parking lot, separation of passengers and vehicles, check in experience/welcome reception, post office/toilet/pubic phone, disembarkation, passenger transport (public and shuttle), etc. Finally, we proposed some managerial implications for Wusongkou to become a satisfied cruise homeport, including: 1) Improve network and information services; 2) Enhance value-added services in the port; 3) Establish a duty-free shopping area based on the Shanghai Free Trade Zone policies; 4) Focus on family travel groups, increase children's service facilities; 5) Improve efficiency of customs clearance and security check; 6) Optimize parking lot area and public transportation service; 7) Continue to strengthen safety and security measures. Generally speaking, results of this study could also contribute to development of other cruise ports in China.