Antonenko I.
Dr. of Economics, Professor, Professor of the Department of Tourism and Hotel
Business, National University of Food Technologies, Kyiv, Ukraine
Melnyk I.
Ph.D. in Economics, Associate Professor of the Department of Theory and
Practice of Tourism and Hotel Industry, Kyiv University of Tourism, Economics and
Law, Kyiv, Ukraine
INNOVATIVE FORMS OF CRUISE TOURISM PRODUCTS
Introduction. The modern cruise industry – it’s globally integrated branch to the
global economy, is directly related to practically all the basic sectors of the world
economy from shipbuilding, shipping, transportation to entertainment. The intensity of
the development of the global cruise market, which is formed on the basis of increasing
the passenger capacity of the new generation of courts and structuring the services of
leading world operators, forces the service providers to constantly diversify, raise the
innovation level of the product of cruise shipping companies [1].
During the last 20 years the annual growth of the cruise industry value has made
an average of 7,4%. The demand for cruise vacation for the period of 2011-2016 has
increased by 20.5%, and in 2017 exceeded 25 million passengers. According to
forecasts [1], by 2027 the world market capacity will increase to 434 vessels, which is
18.9% more than in 2017, and the number of berths will increase from 535 thousand
to 750 thousand units.
The cruise market is dynamically developing under the influence of
transformation processes, which requires the constant introduction of innovations and
the creation of new tourist products. Solving the strategic objectives for tourism
intensification in Ukraine, taking into account the concentration of available resources
and world experience, the intensification of competition, the strengthening of consumer
requirements, expansion and satisfaction of their needs, determine the development of
cruise tourism. Under these conditions, the effective management of cruise shipping
companies and the development of a comprehensive food policy, which at present does
not correspond to modern realities, is of particular importance. Therefore, it is
important to develop an innovative tourism product, to clarify the conceptual device
on this issue, to effectively manage the resources of the cruise shipping company.
Factors of market transformations of the formation of a cruise tourism
product. The formation of a tourism product is carried out by cruise shipping
companies or cruise line operators. A cruise shipping company and cruise operator are
implementing functions related to the formation of a cruise tourism product and the
organization of its sales. The fig. 1 shows typical schemes for the formation and
promotion of cruise tourism product. Option (a) involves the work of the cruise
operator regarding the organization of the trip, option b) defines the cruise shipping
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