Analysis of modern energy strategies for the development of marine passenger transport

. The paper discusses the features of modern energy strategies for the development of marine passenger transport, based on global development trends by analyzing the dynamics of the global cruise industry market. The energy strategy of the cruise product as a set of services is presented in the form of three main subsystems:: services offered on board the ship, services consumed by tourists on shore, and services related to the promotion and sale of the cruise product and assistance to passengers in the process of organizing a transport trip. The main directions of analysis of the cruise business and its constituent elements are determined. It has been established that the competitiveness of the cruise market depends not only on the share occupied by one or another company on it, but also on indicators characterizing the efficiency of the functioning of any economic system, the main of which are: the level of income received as a result of entrepreneurial activity, the number of employees, employed in this line of business, and their level of labor productivity.


Introduction
The state and development of the economy of the Russian Federation in comparison with other countries comparable in size and population, natural, climatic and geopolitical position, the presence of human and material and technical potential, is characterized by a certain lag behind the level of development of most of these countries.To a large extent, the growth of this gap is facilitated by the insufficient use of potential opportunities and the undeveloped socio-economic policy based on identifying and stimulating the most promising and priority sectors of the national economy.
Today, the development of the Russian economy is largely determined by the level of development of the tourism industry.In this connection, the development of priority types of tourism, which includes cruise tourism, which has become widespread throughout the world and brings significant income to the budgets of most European states, is of particular relevance and timeliness both from the standpoint of industry, and regional and national development.
The revival and development of the national cruise industry is impossible without studying the trends in the global cruise market and introducing best practices into domestic practice.

Main part 2.1 Features of the formation and development prospects of the world market of the cruise industry
Cruises are not just a kind of passenger transportation by water modes of transport, but a specific, complex and high-tech type of tourist product with unique consumer properties, which, in turn, determine the peculiarities of entrepreneurial activity in its creation, promotion and implementation, as well as the functioning of the cruise market as a whole.
The cruise market is a system of economic relations that develop in the process of formation and further use of the cruise tourist product.At the same time, the cruise product acts as a collective effort, bringing together the efforts of many enterprises and industries involved in its creation, from seaports that provide an opportunity to receive cruise ships, and ending with agricultural and mining enterprises.It determines the complexity of its provision.In addition, the quality of providing a cruise product directly depends on the level of qualification and competence of all personnel involved in the process of its creation (designers, shipbuilders, food and light industry workers, cruise operators, etc.).
Over the past decade, the basic consumer model of cruise tourism has multiplied in relation to different market segments and naturally integrated with other types of tourism: recreational, adventure, environmental, educational, congress, etc. Taking in account the unique properties of a cruise product, cruise companies prefer to use a differentiation strategy, according to which the product is given such characteristics that will be appreciated by a large number of buyers.As a result, the marketing policy of enterprises is aimed at creating cruise products that are maximally adapted to the interests of consumers traveling for various purposes, representing different sectors of society and different demographic groups.
A cruise product as a backbone complex of services can be represented as three main subsystems: -services offered on board the ship (accommodation, health, catering, trade, sports, etc.); -services consumed by tourists on the shore during the embarkation / disembarkation of passengers, parking at ports of call (excursion, transport, cultural and entertainment, etc.); -services related to the promotion and sale of a cruise product and assistance to passengers in the process of organizing a transport trip (issuing visas and insurance, purchasing plane or train tickets, booking excursions and hotels, providing translation services, etc.).
One of the most important criteria that ensure the possibility of a sea cruise trip is the technical equipment of a vessel intended for a cruise, which is both an object of accommodation and a place of leisure for tourists, and the parametric characteristics of the port of call of a cruise liner, which predetermines a high degree of specialization of the cruise product, which implies several hierarchical levels.The first level includes the development of special programs for the stay of passengers on board the ship and on the shore during stops in the port, a developed system of attractions and cultural and entertainment events.The second level involves the special equipment of a cruise ship to serve a specific contingent of passengers.The third is the construction of special cruise ships that meet the concept of the corresponding cruise product, including in terms of their navigable qualities.The fourth level is to create conditions for the safe reception of cruise ships, which predetermines the construction of seaports with special terminals with a large terminal capacity and properly equipped for the registration of passengers and their luggage, the implementation of tourist formalities (customs, fiscal, sanitary, immigration).
The system of realization of cruise tours is weakly correlated with the systems of selling land and other tours.It has its own special principles and methodology, significantly focused on selling through computer networks and the Internet, and is highly efficient.Significant funds are spent on the promotion of a tourist product, the state of the market is constantly being studied, special show programs are being developed, and new categories of consumers are being attracted [1][2][3][4][5][6][7][8][9][10].
The development of international economic cooperation, its deepening and intensification led to the strengthening of economic exchange between states, based on the growing international division of labor.It led to a multiple contraction of the planet's economic space and the globalization of the international market, which could not but affect the cruise industry market.The globalization of the cruise market is manifested not only in such trends as structuring on a global scale, but also in the processes of vertical and horizontal integration of cruise corporations, their mergers and acquisitions.As a result, today the world cruise market is dominated by three major corporations: Carnival Corporation, which occupies 52% of the entire world cruise market, Royal Caribbean, which owns 22% of the market share, and MSC Corporation -with 10% of the cruise market share.It was the processes of globalization of the world economy that made it possible to significantly reduce the cost of building cruise liners and passenger terminals and contributed to an increase in cruise passenger traffic by reducing the cost of cruises while maintaining the quality of the "high style of relaxation" to the maximum.
It should be noted that in order to gain a strong market position, competitive advantages of a high degree of stability and a prosperous long-term financial position, an appropriate information base is required that provides reliable high-quality information, on the basis of which it is possible to predict the development trends of the cruise market and its main elements.At the same time, the future state of development is largely determined by its past and present states, which determines the study of the dynamics of the development of the cruise market.
Analyzing the specific features of the cruise tourism market, it is necessary to pay attention to the interrelated and interdependent elements that form the basic conditions for its successful functioning and determine the efficiency of the cruise business as a whole (Table 1).The operational efficiency of the market is determined not only by the share occupied by a particular company on it, but also by indicators characterizing the efficiency of the functioning of any economic system, the main of which are the level of income received as a result of entrepreneurial activity and the number of employees employed in this line of business (Table 2).

* European cruise industry revenues recalculated according to cross-currency rates
Table 2 data marked clear growth trends in the global cruise market -the increase was more than 40% over 7 years.The European cruise market developed most rapidly: the number of tourists who went on a cruise almost doubled, while the total income of the cruise industry grew by more than 90%, and the number of employees involved in the cruise business increased by 128,248 people [11][12][13][14][15][16][17][18][19][20].
If the global economic crisis, which affected almost all areas of economic activity, had an impact on the North American cruise market (2009 is characterized by a decrease in both the income of the cruise industry and the number of employees in the industry), then the European cruise industry has not undergone significant changes, but rather , on the contrary, has strengthened its competitive position in the world market.The growth in passenger capacity and the introduction of advanced technologies have contributed to a reduction in unit costs per passenger seat, which, in turn, allowed sea cruises to compete with land-based tours and increased the financial sustainability of the European cruise business.
One of the most important indicators that determine the competitiveness of a cruise product in the world market is the labor productivity of cruise business employees, since the qualitative and quantitative results of the functioning of the cruise tourism market as a whole depend on their knowledge, experience and competencies (Table 3).

* compiled by the authors on the basis of data
The fact that the labor productivity level in the European cruise sector is higher (by 30% on average) than in the North American one allows us to consider the European cruise market as more economically profitable and promising in terms of further development.Meanwhile, chain indicators of labor productivity dynamics show almost the same level of labor productivity growth in the main cruise regions, which is absolutely consistent with the development trends characteristic of the cruise sector of the economy, according to which the growth rate of income in the cruise industry outpaces the growth rate of those employed in this business area [21][22][23][24][25].

General trends in the development of cruise companies
To ensure the profitable operation of cruise lines, cruise companies consolidate their resources and form holding structures.The significant advantages of holding structures in cruise tourism are the optimization of own resources in the formation of a cruise product, the strengthening of investment potential, the consolidation of labor resources, increased control over market development processes, and mobility in making tactical and operational decisions.In addition, compared to other types of tourism tied to regions and countries, due to the mobility of the material base in cruise tourism, work within the holding opens up additional opportunities for operating ships throughout the year in different regions of the world.
According to the report "Cruise Industry in 2020", published by the authoritative cruise publication Cruise Industry News, the global market for the cruise industry is divided into 20 specialized companies, which, in turn, belong to 4 large groups.The Carnival Corporation tops the list of the largest cruise companies.The fleet of the largest of the brands Carnival Cruise Line, included in it, has more than 20 vessels and is constantly replenished with new ones.It is followed by Royal Caribbean International and in third place is Norwegian Cruise Line (NCL).All of these operating companies are based in the USA.The fourth in the ranking and the first cruise ship owner in Europe is MSC Cruises.The Spanish Pullmantur closes the TOP 10 leading cruise companies in the world.
The companies that are part of the Carnival holding control 44.8% of the global sea cruise market.The share of six shipping companies following the Royal Caribbean group is 24.7%.Further, the three Norwegian Cruise Line companies account for 8.9% of the market volume, and MSC Cruises has 6.4%.The total cruise fleet of all operating operators totaled 300 liners in 2020.For comparison, back in 2000 their total number was 237 courts.And by 2023, 342 liners will enter the unified "park» of ships of the world's cruise companies.
Nearly 40% of world cruise companies' itineraries are in the Caribbean region, followed by the Mediterranean (17%), and the third by the Asia-Pacific region (10.4%).
Carnival Corporation is projected to account for 42.1% of the cruise market by 2023, with a fleet of 113 ships; on Royal Caribbean Cruises, respectively -22.8% and 53 ships; MSC Cruises -9.9% and 19 ships; Norwegian Cruise Line -9% and 27 ships.Thus, these four companies will control 83.8% of the world cruise market, and their total fleet will be 212 ships (table 4).Carnival Cruise Lines Inc.(CCL) are the founder of the British-American concern Carnival Corporation & plc, which unites 12 cruise companies.The world's largest and most successful cruise ship operator is headquartered in Miami, Florida, USA.The company's cruise ships are referred to as "fun ships".Characteristic of all Carnival vessels is the shape of the pipe, reminiscent of the tail fin of a whale.It first appeared in 1981 during the construction of the new vessel Tropicale.In 2007, the company made the names of the vessels of the same type, beginning with the word "Carnival".
The second largest cruise company is the US-Norwegian joint venture Royal Caribbean Cruises Ltd., which is officially registered in Monrovia (Liberia) and is headquartered in Miami (USA).This company includes 5 subsidiaries: Celebrity Cruises, Royal Caribbean International, Pullmantur Cruises, Azamara Club Cruises and CDF Croisieres de France.In addition, the company owns a 50% stake in TUI Cruises.
Royal Caribbean Cruises Ltd. controls about 25% of the global cruise market.The names of 42 liners of the company end with the words "of the Seas".The list includes 6 largest ones in the world (Harmony of the Seas, Allure of the Seas, Oasis of the Seas, etc.).
So the world's largest cruise liner Harmony of the Seas went on its first voyage on May 16, 2016.The liner was built at the Saint Nazaire shipyard in France, and its construction cost 1 billion euro.Vessel length -362 m; width -65 m; cabin fund -2747 cabins; displacement is 227 thousand tons.The ship has 18 decks (of which 16 are passenger decks).Full load of the vessel -6400 guests (double occupancy -5497 guests).Norwegian Cruise Line Holdings Ltd. (Norwegian) is an Islands-registered cruise line headquartered in an unincorporated area of Miami-Dade County, Florida, USA.It started operations in 1966 under the name Norwegian Caribbean Line.The company is best known for its Freestyle Cruising concept, which means that there is no set meal time and no specific dress code.This gave its cruise ship guests more freedom and choice.The global cruise fleet in 2016 amounted to 315 ships.Already by 2022, it numbered 367 ships with a total number of beds of 640.5 thousand (Table 5).results of diagnosing the marketing environment and a consistent analysis of the prospects for the growth of the cruise industry, the main features of the modern cruise market were identified, which include: a high level of specialization; globalization and structuring on a global scale; horizontal and vertical integration; differentiation of the cruise tourism product; the complexity of the provision of services; dependence of the quality of services on the qualifications of staff; orientation to implementation via the Internet.Cruise shipping is an integral part of cruise tourism, which is a universal type of tourism that combines almost all of its forms and several of its types -recreational, sports, healthimproving, educational, congress, adventure, search, etc., as well as combining various options for service and organization of recreation.
Despite the dynamic development of cruise tourism on a global scale, in the Russian Federation today, both the interested economic entities and the state authorities have not taken decisive steps to eliminate the problematic situation caused by the country's significant lag behind the level of development of most countries with developed cruise shipping, just as the conceptual foundations for the systemic development of the industry and its sub-sectors have not been developed.As a result, further work in this direction will be aimed at studying the best practices of the countries of the world, in which tourism and its important component, cruise tourism, are a significant source of replenishment of budgets at all levels and a factor in the growth of the well-being of their citizens.

Table 1 .
Areas of analysis of the cruise business and its constituent elements

Table 2 .
Data characterizing the dynamics of the world market of the cruise industry for 2016-

Table 3 .
Correlation between labor productivity growth rates of employees in the cruise business in North America and Europe*

Table 4 .
The world's largest cruise companies

Table 5 .
World cruise fleet in 2013-2022 Thus, the analysis of trends in the development of the world cruise market revealed the high potential of the cruise sector, due to the dynamic growth of almost all indicators that characterize the efficiency of the functioning of economic systems.Taking into account the E3S Web of Conferences 458, 03013 (2023) EMMFT-2023 https://doi.org/10.1051/e3sconf/202345803013