郵輪遊客旅遊動機、滿意度與重遊意願之研究－以麗星郵輪天秤號為例

The Study of Tourist's Motivation and Satisfaction of Star Cruises

呂勇德(Yung-Te Lu) ； 黃嘉彥(Jia-Yen Huang) ； 蔡伯健(Po-Chien Tasi)

《創新與經營管理學刊》 1卷1期 (2010/12) Pp. 15-31

https://doi.org/10.6270/JIBM.2010.1(1)15

摘要

本研究皆在探討麗星郵輪天秤星號旅客之旅遊動機、滿意度及重遊意願，除了分析影響郵輪重遊意願的原因及並進一步提出業者應加強改善的服務與設施項目。透過描述性統計、頻度分析、T檢定、單因子變異數分析及相關分析等方法，結果顯示遊客年齡以21-30歲、學歷以專科或大學、職業以服務業、婚姻以未婚、居住在中都居多，而自費參加旅遊佔多數。經因素分析可將旅遊動機概分為「開拓視野與紓壓」、「新奇感覺與社交人際」、「逃離規律」、「聲望名氣」等四個因素構函。在十三項旅遊動機問項中，遊客最重視「擁有愉快的心情」、「放鬆身心舒緩壓力為主」、「增廢見聞」等三項平均數最高。本研究運用重要度－表現程度(I.P.A)方法分析，提出五項企業極需要改善的建議，期望對於目前僅60%的重遊意願比例可產生提升的效果。

關鍵字

麗星郵輪 ； 旅遊動機 ； 滿意度 ； IPA模式

並列摘要

The purpose of this research was to investigate visitors' recreational motivations, satisfaction and willingness to revisit toward Star Cruises. A total of 247 valid questionnaires were collected. By conducting factor analysis, we found that most visitors' recreational motivation aims at relaxation, novelty, to escape from regular daily lives, and popularity. In Importance-Performance analysis, there were 7 items located in ”Quadrant A -Keep Up the Good Work”, and 6 items located in ”Quadrant B -Concentrate Here”, and 7 items located in ”Quadrant C -Low Priority” and 5 items located in ”Quadrant D -Possible Overkill”. The total percentage of visitors who choose agree and strongly agree to willingness to revisit is about 60%. Based on the Importance- Performance Analysis (IPA) analysis, business improvements are proposed. Hopefully, these suggestions can enhance the willingness to revisit.

並列關鍵字

Importance-Performance analysis ； factor analysis ； willingness to revisit