郵輪旅客於郵輪客運大樓消費之影響因素分析-以基隆港為例

Abstract

隨著郵輪旅遊產業的快速成長，如何在郵輪客運大樓對旅客提供更好的服務成為港口管理當局的關鍵問題之一，為此，本研究旨在透過實際銷售數據來找出會影響旅客在郵輪客運大樓消費的關鍵影響因子。 由於郵輪靠港位置及停留時間之差異，我們得以清楚地區分每日銷售收入是來自哪一艘郵輪航次的貢獻。由此，依據相應的郵輪特徵，得以篩選出潛在的解釋變數，如郵輪航程出發港、起迄同港、進出港、掛靠末站的旅次或占比等。本研究蒐集2015年6月至12月在基隆港的每日銷售額及靠泊郵輪航班資料，然後採用同步迴歸及逐步迴歸方法來篩選影響每日銷售收入的郵輪旅客特徵因子。 分析結果顯示有5項變數，分別為母港作業占比、進出港旅次、出港占比、起迄同點，及掛靠末站占比等5項影響因子，此5項影響因子均對郵輪客運大樓當日的銷售額有顯著的正向影響，據此，建議港口管理當局應提供更多獎勵以吸引大型郵輪進基隆港停靠；而郵輪客運大樓之零售業者則應提出營銷活動，並於郵輪進港前將相關服務訊息提供給旅客。

With rapid growth in cruise tourism, how to provide a better service for passengers at cruise terminal buildings becomes one of key issues of port authroities. In doing so, this study aims to identify the key factors to passenger consumption at cruise terminal buildings based on empirical sale data. Owing to the sparse berthing schecule, this study can clearly distinguish the daily sales revenue contributed by which berthing cruise ship. Afterwards, the potential explanatory variables are extracted according to the corresponding cruise ships, such as numbers or ratios of passengers those who are originating from, depart from/arrive at the same port, are in a inbound or outbound journey, are in a journey where the study port is the last port of calls, …etc. The daily sales revenue and berthing cruise ship data at Keelung port from June to December, 2015 were collected, then simultaneous and stepwise regression models are respectively estimated by regressing the extracted characteristics of cruise ship passengers on daily sales revenue. The estimation results show that a total of 5 variables, including the ratio of homeport passengers, number of inbound and outbound trips, the ratio of outbound trips, the ratio of passengers departing and arriving at the same port, the ratio of passengers in a journey where Keelung is the last port of calls, have significantly positive effect on sales revenue. Based on this, port authority should provide more incentives to attract large cruise ships to choose Keelung port and stores at cruise ship terminal building should provide marketing campaigns and information to passnegers in advance.