彩虹樂園：從旅遊阻礙探討臺灣同志郵輪旅遊發展之研究

Rainbow Paradise: A Study of Taiwan Gay Cruise Travel Development from the Perspective of Travel Constraints

陳玟妤(Wen-Yu Chen) ； 姜慧敏(Hui-Min Chiang) ； 許家源(Chia-Yuan Hsu) ； 羅印呈(Ying-Chen Lo)

《觀光休閒學報》 28卷2期 (2022/08) Pp. 225-271

https://doi.org/10.6267/JTLS.202208_28(2).0004

摘要

亞洲郵輪旅遊市場近年成長居全球之冠，2020年至今雖受到COVID-19疫情爆發影響，然因疫苗發展使得郵輪旅遊出現曙光。而郵輪旅遊市場中，同志遊客逐漸受到矚目，故同志郵輪旅遊成為值得深入探討之重要研究議題。本文主要探討臺灣男女同志遊客參與郵輪旅遊之旅遊阻礙因素以及瞭解吸引同志遊客之郵輪旅遊服務要素。本研究運用深度訪談與焦點團體法進行資料收集。研究結果顯示，同志遊客在「人際阻礙」會擔心與陌生人社交互動，搭乘過郵輪經驗的同志遊客則會更增加重視同志友善郵輪、行程明確及推廣方式；此外，能吸引同志遊客的郵輪旅遊服務則是目的地景點的獨特性及客製化。本研究結果有助於觀光局、郵輪公司及旅行社業者在設計郵輪旅遊產品之規劃與行銷。

關鍵字

郵輪旅遊 ； 同志遊客 ； 旅遊阻礙 ； 郵輪旅遊服務

並列摘要

In recent years, Asia cruise market has rapidly developed and become the biggest growth sector in the world. Although affected by the outbreak of the COVID-19 started in late 2020, the development of COVID vaccines stimulates the recovery of cruise travel. In cruise travel market, gay tourists gradually attracted attention, so gay cruise travel has become an important research topic worthy of in-depth discussion. This study examines the travel constraints which prevent Taiwanese gay and lesbian tourists from going on a cruise travel and explores the cruise service elements that appeal to them. This research employed in-depth interview and focus group to collect research information. The findings of this research revealed that gays and lesbians hesitated to interact with strangers in social activities in ＂interpersonal constraints＂, the experiential homosexual cruise travelers more concern about LGBT-friendly, itinerary specification and the way of promotion. Furthermore, the factor of cruise travel services attracted homosexual cruise travelers includes the unique destination and customized itinerary. The results of this study are helpful for Tourism Bureau, cruise companies and travel agencies in the planning and marketing of cruise travel products.

並列關鍵字

cruise travel ； homosexual tourists ； travel constraints ； cruise travel services

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