동북아 크루즈의 브랜드 항로 전략 고찰: 동북아 다모항 체인 크루징(Multi-turnaround Chain Cruising)을 중심으로

• 영문명: Research on the Market Brand Strategy for Cruise Itineraries in Northeast Asia: Focused on the Northeast Asian Multi-turnaround Chain Cruising
• 발행기관: 한국해양관광학회
• 저자명: 임복순(Bok-Soon Leem)
• 간행물 정보: 『해양관광연구』제18권 제3호, 331~346쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

During the past decade, the global cruise industry has seen dramatic change from certain exogenous variables like COVID-19 pandemic. Even with the resilience of the global cruise industry over the past 40 years, the recovery of Northeast Asian cruise market and industry remains slow. The purpose of this study is to introduce one of the most innovative cruise itinerary brand strategy strategies, “Northeast Asia Multi-turnaround Chain Crusing.” First off, with scenario planning and prospective strategy, top two uncertainty driving forces of change in the cruise industry, Itinerary Affordability and Destination Utilization, were internalized into the cruise itinerary, which means the cruise itinerary designing has a long-lasting effect of the profitability of a cruise company. Second, the future scenario of Northeast Asian Cruise Industry is driven by affordable cruise itineraries and spacious port destinations. The growing segment of mature and sophisticated consumers, having traveled on multiple cruise itineraries, seek curated and sustainable experiences. This cruise industry response offers multi-day stopover itineraries from major ports of call to the growing number of nearby ecotourism port destinations, which show itself with the recent Pan-Yellow Sea Cruise Band as of Multi-turnaround Chain Cruise.

목차

Ⅰ. 서 론

Ⅱ. 브랜드 항로를 통한 크루즈 시장의 성장 전략

Ⅲ. 동북아 다모항 체인 크루징

Ⅴ. 결론과 제언

참고문헌

키워드

크루즈 항로 브랜드 전략 시나리오 플래닝 다모항 체인 크루징 환황해권 크루즈 연대 Cruise Itinerary Brand Strategy Scenario Planning Multi-turnaround Chain Cruising Pan-Yellow Sea Cruise Band