郵輪旅客對台灣的意象研究

An Empirical Study into the Impression that the Cruiser Tourists Perceive Taiwan

宋佩玲(Pei-Ling Sung) ； 王明元(Ming-Yuan Wang)

《商業現代化學刊》 4卷2期 (2007/09) Pp. 107-116

https://doi.org/10.6132/JCM.2007.4.2.10

摘要

根據國際郵輸協會The Cruise Lines International Association (CLIA)的統計資料預測，郵輪旅客量在2007將有大幅度地成長，估計將較2006年約增加50萬人次，也就是說，預測在今年總人數將可達到1, 262萬的郵輸人次。此外，當郵輪旅客成長至50萬人次時，在CLIA會員郵輪的承載量的表現上，也將以4.1%穩定數字呈現(FOR LAUDERDALE, Fla.' January 17, 2007)。檢視郵輪旅行市場在北美成長的數據，和亞太地區興建郵輸碼頭的新聞，便可預測下一個明星產業正在逐漸地發光。
台灣長期以來並無針對郵輪市場做深入之探討，是故對於國際郵輪之客運量卻是長期付諸闕如。本研究主要爲探討來高雄港之歐美籍郵輪旅客對台灣意象程度的調查。研究方法以採取實地發放問卷調查的方式，並運用6項變數「自然風情」、「建築景觀」、「購物環境」、「美食佳餚」、「人文風情」和「旅遊環境」來評估。結果得知研擬行銷策略、開發郵輪市場是值得的。此外，本文也提出高雄港發展郵輪觀光的優勢及結合新遊程的看法並介紹美國及香港的郵輸市場概況，企盼透過本文之研究結果作爲未來相關部門施政之參考。

關鍵字

郵輪 ； 意象 ； 郵輪市場 ； 高雄港

並列摘要

According to the statistics data of the Cruise Lines International Association (CLIA), it forecasts that the number of the passengers taking the cruiser in 2007 will be significantly growing. Compared to 2006, the estimate of the growth will increase 500 thousand person times. In other words, the number of passengers taking the cruise predicted in 2007 will be up to twelve million and sixty thousand and twenty thousand person times. In addition, as the passengers increase 500 thousand person times, the carrying load on the member roster of CLIA indicates that the number of the growth is of steady 4.1 per cent (LAUDERDALE 2007). Based on the review of the growth data in cruise traveling market in North America and the news related to the establishment of wharfs in Asia-Pacific, it can be predicted that the next star industry is ready to glow. CLIA
It has been long time that in Taiwan there is no in-depth discussion of cruiser traveling market. That is, with respect to the passengers-carrying volume of international cruiser, less of it has been researched. Hence, this study mainly conducts the exploration of the level of the European and American cruise passengers' impression of Taiwan. The method applied in this research is in the way that we distribute the questionnaires on site. Six variable factors have been used. They are natural charming and grace, architectural visions, shopping areas, gourmet foods, humanistic charming and grace for evaluation. The results reveal that it is worthwhile to both formulate and develop the cruiser traveling market. In addition, it has identified in this study that Kaohsiung port can make the most of its advantages in developing the cruiser tourism which can combine the viewpoint of new journey proposed. In the meantime, the cruiser tourism in American and Hong-Kong is also introduced. Through the study, the authority of government can refer to the findings which may be useful and applicable.

並列關鍵字

CLIA ； Impression ； Cruiser Traveling Market ； Kaohsiung Port