郵輪顧客滿意度影響因素之研究

Abstract

隨著近年亞洲郵輪市場的成長，台灣郵輪市場發展迅速，郵輪公司要如何針對台灣旅客改善服務，提昇其滿意度，是一項重要的課題。本研究結合Tetra-class模式與IPA分析法(Importance-Performance Analysis)探討影響台灣郵輪旅客滿意度的重要因素，並且提出最需要優先改善的因素。由Tetra-class模式分析結果發現，「通關動線」、「通關速度」、「設施資訊」、「港區景觀」、「無障礙設施」、「港區環境」、「食物」、「遊樂設施」、「郵輪靠岸停留時間」、「旅遊地點導遊」為影響旅客滿意度因素中，最關鍵的因素。使用Tetra-class與IPA兩種方法的結果指出，各要素中屬於關鍵型又需要優先改善的要素有：「通關動線」、「通關速度」、「船上食物」和「郵輪靠岸停留時間」，其餘要素也依兩種方法的分類進行排序，此研究結果可提供政府相關部門與郵輪業者參考。

Because Asia cruise market grew in recent years, Taiwan cruise market grew too. How to develop Taiwan cruise market and how to improve the services for Taiwan traveler are important issues. This research discusses the factor that influence satisfaction of Taiwan cruise traveler by combining Tetra-class model and Importance -Performance Analysis. By using the Tetra-class model, we found there some key elements which include customs line, customs clearance speed, facilities information, port area landscape, accessibility facilities, environment of the port, food, entertainment facilities, cruise stay time, and tourist guide. In these factors, customs line, customs clearance speed, food, and cruise stay time have to improve preferentially. Other factors also have sequence to improve by the two methods. The result can be provided to department that related to cruise.