旅客搭乘郵輪旅遊之偏好因素研究

Abstract

近年，亞洲郵輪旅遊發展蓬勃，許多民眾選擇郵輪旅遊做為休閒度假的方式，郵輪不僅提供運輸服務，承載旅客前往不同觀光目的地，也擁有豐富的設施，是為旅遊的目的地之一，然而亞洲郵輪旅遊旅客偏好之影響因素尚不清晰，欲藉本研究探討遊輪旅遊旅客之偏好。 本研究旨在綜合考慮郵輪上設施與體驗和航線吸引力因素，並應用個體選擇模式中的等級次序羅吉特，探討旅客對郵輪旅遊產品之偏好分析，以等級次序羅吉特校估亞洲郵輪旅客偏好模式。本研究結果發現我國郵輪旅客偏好受房間型態、價格、航線吸引力、個人搭乘郵輪旅遊經驗和個人郵輪旅遊偏好日數影響，偏好郵輪旅遊日數影響旅客偏好甚多，自然風景則為航線吸引力中顯著影響旅客偏好之項目。

Recently, cruise industry is becoming prosperous in Asia. Many people choose cruise vacation as their leisure activity. Cruise vacation not only provides transportation service and entertainment activities, but also acts as one of the destinations. However, the factors affecting Asian cruiser preference are not clear enough. Therefore, we hope to analyze cruiser preference in this study. The goal of this study is to figure out the preference of cruise product which takes onboard- facilities and routes attractiveness into account. We employ rank-ordered logit model to analyze cruiser preference. The results of this study show that Taiwanese cruiser preference are affected by room types, costs, route attractiveness, personal cruising-experience, and duration of cruise vacation. Duration plays a great role in cruiser preference. Besides, nature attractiveness has significant influence on cruiser preference.