郵輪旅遊的滿意度對行為意向影響之研究－以台灣旅客為例

郵輪旅遊在歐美地區盛行數十年，然對台灣旅客而言，尚屬特殊新潮奢華之旅遊方式，因此本研究針對台灣旅客探討選擇郵輪旅遊產品的消費行為，期提供業者未來行銷策略可行之方向。有效問卷共195份，經實證分析，三項主要發現為：旅客背景的不同對五項感受構面有其顯著差異；滿意度在目的地意象和遊憩體驗與忠誠度和重遊意願間具有完全中介效果；以及年收入對滿意度與忠誠度間具有干擾效果。故針對郵輪旅遊之未來行銷，滿意度實為重要因素；年收入超過401萬已婚之中高年齡族群，更是郵輪旅遊業者應積極爭取之主要目標客源。

關鍵字

郵輪旅遊；滿意度；忠誠度；重遊意願

並列摘要

While cruise vacations have matured in popularity in Western countries, it is still a relatively new and unique offering for Taiwanese travelers. Therefore, this study will estimate the cruise vacation behavior intentions of Taiwanese tourists in order to develop more innovative marketing strategies for the cruise industry. A total of 195 valid survey samples were collected from Taiwanese tourists who have participated in cruise vacations or are about to go on cruise vacations. According to the outcome of the analysis, there are three main findings: there are significant differences in five perceptual aspects according to tourists' background; satisfaction has full mediation effect between destination image / recreation experience and loyalty / revisiting willingness; annual income has moderation effect between satisfaction and loyalty. Therefore, when formulating the marketing strategy of cruise vacation travel products, the satisfaction of tourists is one of the most important determinants to be considered and paid attention to. In addition, tourists' annual income more than NT$4 million will be the main target audience for travel agencies operating cruise vacation travel products.