郵輪旅遊市場逐年成長,台灣各港口亦正積極擴充改建,以服務未來龐大之郵輪商機,然而台灣旅客對郵輪旅遊之偏好,以及外國旅客來台觀光是否會選擇郵輪為主要工具,至今尚未見有具體之探討。為此,本研究以探討及分析台灣郵輪市場之需求,並利用個體選擇模式來分析影響變數。 本研究一方面調查台灣旅客實際搭乘郵輪之經驗及感受,另一方面利用敘述偏好法設計若干情境以瞭解旅客對郵輪旅遊之潛在偏好。此外,本研究對象亦含括來台觀光之日本及東南亞旅客。 研究結果顯示,台灣旅客偏好選擇台灣至日本之郵輪航線,但有搭乘郵輪經驗之旅客,則是會偏好選擇體驗不同的郵輪航線。日本與東南亞旅客則偏好選擇搭乘日本至台灣或新加坡至台灣之郵輪航線,並以基隆港為停靠港,且希望以台灣北部做為活動據點。又日本旅客較注重旅遊品質,因其較偏好選擇豪華艙等與多天數的旅遊時間,以便深入體驗當地民情風俗;而東南亞旅客則較注重旅行花費。上述分析結果可供政府未來發展郵輪觀光旅遊與行銷之參考。
Along with the increasing growth of cruise travel, the four major seaports in Taiwan are working on a series of re-costruction to service the great businesses of cruise travel. However, little study has been done to analyze the cruise travel demand from the perspectives of Taiwanese travelers as well as foreigners. This study aims to explore the cruise travel demand of Taiwan, and uses the discrete choice model to determine the influenced factors. Data is collected by questionnaire survey. This study investigates cruise travel experiences of Taiwanese tourists on the one hand, it also surveys their preferences to various forms of cruise travel via stated preference method on the other hand. Besides, this study also collects the preferences of Japanese and South-East Asian tourists. The results indicate that Taiwanese respondents prefer the cruise line of Taiwan-to-Japan. However, respondents who have experienced cruise travel before prefer the cruise lines other than the Taiwan-to-Japan line. Foreigner samples prefer to choose Japan-to-Taiwan or Singapore-to-Taiwan cruise line, dependent on what countries they come from, stopping over at Keelung harbor and to visit scenic spots around Northern Taiwan. Moreover, Japanese respondents much prefer to choose a package including of using luxury cabins and traveling more days. South-East Asian respondents put more emphasis on travel spending. This study provides some implications to governments for future development of cruise travel and marking strategies.