高齡者搭乘郵輪服務滿意度之研究

隨著全球人口快速高齡化，搭乘郵輪的旅行方式越來越受歡迎，在2017年亞洲郵輪旅客已經達到四百萬人次，相較前年增長20.6%。65歲以上高齡人口已超過臺灣總人口的14%，因此高齡者搭乘郵輪的旅行方式具市場發展潛力。本研究透過相關之文獻及專家訪談進行整理，將重要及滿意程度劃分為五大構面：「行前預訂」、「聯外交通」、「通關作業」、「旅客設施」及「船上設施」，利用重要度－表現分析（Importance-Performance Analysis, IPA）及結構方程模式（Structural Equation Modeling, SEM）檢視郵輪旅遊需要改善的服務與設施。研究結果發現，旅客希望有交通接駁資訊提供查詢參考、博愛優先托運行李與報到服務以及無障礙護照查驗與報到櫃檯服務，而服務人員的態度、語言溝通不便等問題需加以改善。

關鍵字

郵輪；高齡者；重要度－表現分析（IPA）；結構方程模式（SEM）

並列摘要

With the rapid growth in the aging of the global population, traveling on cruise ships has become increasingly popular. In 2017, the number of Asian cruise passengers reached 4 million, reflecting an increase of 20.6% compared with the previous year. The elder population accounts for over 14% of the total population. Therefore, there is enormous potential to develop the cruise tourism market for the elder. This study is based on a careful review of the relevant local and foreign literature and on expert interviews. A questionnaire survey is used to categorize the importance of cruise tourism and customer satisfaction in accordance with five major constructs, namely, ＂pre-departure booking＂, ＂access system＂, ＂customs clearance,＂＂visitor center facilities,＂ and ＂on board facilities.＂ Importance-Performance Analysis (IPA) and Structural Equation Modeling (SEM) methods are applied to diagnosing underlying deficiencies and setting priorities in cruise tourism development and to imputing relationships between constructs. The research results indicate that passengers need information on access transportation services to the port. In addition, passengers need to be given priority in baggage claims and check-in service, and to be provided with barrier-free immigration and counter service. In addition, service attitude and language barriers both need to be improved.