- 會議論文
麗星郵輪天秤星號遊客旅遊動機與滿意度之研究
The Study of Tourist's Motivation and Satisfaction of Star Cruises
摘要
本研究以麗星郵輪天秤星號爲主要研究範圍，旨在探討天秤星號旅客之旅遊動機、滿意度及重遊意願，並進一步分析郵輪服務與設施應加強改善的項目及影響重遊意願的原因。資料分析方法包括描述性統計、頻度分析、T檢定、單因子變異數分析、相關分析及重要表現程度分析法(I.P.A)。分析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、居住在中部居多，而自費參加旅遊佔多數。經因素分析可將旅遊動機概分爲「開拓視野與紓壓」、「新奇感覺與社交人際」、「逃離規律」、「聲望名氣」等四個因素構面。在十三項旅遊動機問項中，遊客最重視「擁有愉快的心情」、「放鬆身心舒緩壓力爲主」、「增廣見聞」等三項平均數最高。由重要度－表現程度方面分析結果提出五項極需要改善的建議，期望對於目前僅60%的重遊意願比例可產生提升的效果。
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, five business improvements are proposed. Hopefully, these suggestions can enhance the willingness to revisit.
延伸閱讀
- 呂勇德、黃嘉彥、蔡伯健（2010）。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。創新與經營管理學刊，1(1)，15-31。https://doi.org/10.6270/JIBM.2010.1(1)15
- 葉子明、白凢芸、黨海珍（2015）。觀光港區遊客旅遊動機、旅遊滿意度對重遊意影響之研究。休閒事業研究，13(3)，40-64。https://doi.org/10.6746/LIR.201509_13(3).0002
- 劉泳倫、蕭怡靜（2012）。王功漁火碼頭觀光吸引力、旅遊滿意度與重遊意願之相關研究。休閒產業管理學刊，5(1)，1-20。https://doi.org/10.6213/JLRIM.2012.5(1)1
- 洪英貴（2016）。郵輪顧客滿意度影響因素之研究〔碩士論文，國立交通大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0030-2212201712145391
- Lu, C. C., & Liu, Y. A. (2004). Study on Push and Pull Factors of Selecting the Cruise Tours. 觀光研究學報, 10(2), 21-34. https://doi.org/10.6267/JTLS.2004.10(2)2