港區服務影響郵輪旅客滿意度關鍵因素之研究 -以基隆港區為例

Abstract

基隆港是為台灣首要的國際型客輪港，雖然目前基隆港的政策走向係以「內客外貨」為兩個主軸，但隨著政府近年來積極朝著轉型為觀光遊憩港的方向發展，以及近年來亞洲郵輪市場持續成長，使得旅運人次具有逐年的攀升情形。而在政府所提供的有限的資源下，如何因應目前基隆港區大量的郵輪旅客人潮，使港區所提供設施服務達到國際郵輪港的品質水準，是為目前首要的重大課題。

故本研究針對上述所存在的問題探討目前在基隆港區內的郵輪旅客對於基隆港區所提供郵輪旅客在岸上相關服務作業及港區內的旅客設施之觀感。本研究藉由Llosa (1997)所提出的Tetraclasse Model進行影響旅客要素之對應性分析，找出基隆港區影響郵輪顧客滿意度之關鍵影響因素，進而改善這些關鍵影響因素提升郵輪旅客的滿意度，將有助於郵輪旅客對於基隆港區的形象上具有加分的效果。

Keelung Harbor is Taiwan’s premier international port of the passenger ship. Although the current policy toward based on " inside for passenger, outside for freight " as the two spindles for Keelung Harbor. But in recent years, as the government actively towards the transformation of tourism and recreation in the direction of port, and the cruise market is growing in Asia continuously making the situation has gradually climbed of travel visitors. In the limited resources provided by the government, how to respond to the current large number of cruise passengers in Keelung Harbor, making the harbor to provided facilities and services to meet the quality standards of the international cruise port is a major issue for the current primary. This research in regard to above the problems discussed is currently operating in the Keelung Harbor area of on shore to provide related services and passenger facility within the port area for cruise passengers’ perception. We used the Tetraclasse Model (Llosa, 1997) to find out the Key factors affecting cruise passengers’ satisfaction in Keelung Harbor area. Then, we improve these key factors to enhance the satisfaction of cruise passengers, and it will contribute to the image of the Keelung Harbor area with extra effective.