文化因素對新興郵輪市場遊客體驗之影響程度初探－以「粵港澳大灣區」郵輪產品為例

近年來，郵輪行業發展迅速，現已成為全球旅遊業中增長最迅速、經濟效益最顯著的市場類別之一。歐美市場的逐漸飽要求擴張國際郵輪業務，中國地區因其地理位置和人口優勢得到了國際郵輪公司的重視與青睞。各大郵輪公司提高郵輪在中國港口的運轉率，搶佔中國市場。國際郵輪公司在進入不同國家或地區時，首要考慮到文化的不同導致遊客對郵輪旅遊產品的偏好與歐美郵輪提供的現有產品的差異問題，同時根據不同市場的文化因素調整郵輪產品，打造適合本土遊客的郵輪。本文以郵輪遊客體驗為視角，通過質性的研究方法探討郵輪添加本土文化因素對郵輪遊客的影響。瞭解郵輪乘客對郵輪本土文化因素的要求與期望。本研究以「粵港澳大灣區」內之香港、深圳、廣州等郵輪港為研究範圍，並以上述港口為出發母港的郵輪為研究對象，挑選具代表性的航次進行搭乘，進行實地觀察及深度訪談。訪談對象為6名郵輪遊客。主要探討現今郵輪船上產品（飲食、娛樂、以及活動）的本土化現狀以及郵輪遊客對郵輪本土化設施的體驗。研究結果顯示：一、語言、飲食以及娛樂活動的差異影響了郵輪遊客的體驗。二、郵輪所提供飲食、娛樂方式以西式菜色、西方遊客偏好的活動為主時，遊客會因文化的差異，對郵輪的餐飲、娛樂等服務，顯示較低接受度較低的滿意程度。三、郵輪業者在經營新興區域市場時，需考慮到能否提供「本土化」的服務，藉以能夠提高遊客體驗質量。

關鍵字

郵輪旅遊；文化因素；旅遊體驗；粵港澳大灣區

並列摘要

In recent years, the cruise industry has developed greatly and it has become one of the fastest growing and the most economically significant market categories in the global tourism industry. The European and American markets gradually demand to expand the international cruise business. China has been paid more attention by the international cruise company due to its good geographical location and population advantages. The major cruise companies increased the operating rate of cruise ships in Chinese ports to seize the Chinese market. When international cruise companies enter different countries or regions, they should consider that the different culture will lead to different problems between tourists' preference for cruise products and the differences existing products offered by the European and American cruise ships. At the same time, according to the cultural factors of different markets to adjust the cruise products, they should create a cruise to suit local tourists. From the perspective of cruise tourists' experience, this paper discussed the influence on cruiser's culture factors through qualitative research methods to understand the requirements and expectations. This study will target on Guangdong-Hong Kong-Macao Greater Bay Area, take the abovementioned ports as the objective, and select a representative cruise for flight, to conduct a field observation and an in-depth interview. The interviewees included six cruisers. This interview mainly discusses the localization of cruise ship products (catering, entertainment, and activities) and the experience of localization facilities on the ship. The results show that: 1. Differences in language, diet, and entertainment affect the experience of cruise tourists. 2. When the food and entertainment provided by cruise ships are mainly western cuisine and western tourists' partial activities, the tourists will show their lower acceptance and lower satisfaction of the services such as catering and entertainment due to cultural differences. 3. When managing emerging regional markets, cruise operators need to consider the availability of ＂localize＂ services to improve the quality of the tourist experience.