遊客對郵輪旅遊滿意度之研究–以基隆至沖繩為例

Ａ Study on the Tourist’s Satisfaction of Cruise Travel ： Case of Keelung–Okinawa Route

李均帆(Chun-Fan Lee)

指導教授 ： 毛冠貴

國立屏東科技大學/管理學院/景觀暨遊憩管理研究所/碩士(2016年)

摘要

本研究採用質性與量化分析，探討基隆至日本沖繩之郵輪旅遊。在質性分析方面，針對遊客進行深度訪談；在量化分析方面，於104年7月1日至7月4日進行問卷調查，共計回收150份有效問卷，針對問卷內容進行描述性統計、成對樣本t檢定、單因子變異數、迴歸分析等方式，問項尺度採用李克特五點量表。研究結果顯示遊客年齡在30-40歲（20.7%）及41-50(29.3%)居多；職業以從商者（30.7%）居多；月收入在三萬元以下者（34.7%）居多。郵輪旅遊四大構面的期望度為郵輪餐飲（3.75）及服務品質及環境（3.71）並列第一；滿意度以服務品質及環境（3.93）最高，其次是郵輪住宿(3.79)。服務品質及環境問項中「郵輪服務人員有禮貌且服務態度良好」 (4.07)及「服務人員對遊客的問題能給予妥善回應及服務」（4.07）、「防災設施安全且完備」（3.98），並列第一；郵輪住宿問項中，「房間乾淨整潔，衛生良好」（4.03）、「房間空調溫度適中，通風良好」（3.91）、排序第一。遊客在整體的行前期望度並不高（3.65），原因為遊客曾經有搭乘較小輪船的不好經驗，擔心會有暈船不舒服的感覺和多天在船上感到無聊，以及擔心船上集體生活的健康安全問題。遊客對整體評價的「郵輪團費價格合理」滿意度（3.46）並不高，原因係與陸地團體旅遊價格相比的感受。經由迴歸分析，得知整體評價滿意度解釋重遊意願之變異量為31%。本研究最後就旅遊及郵輪業者提出建議，以期遊客對郵輪旅遊有更美好的體驗及回憶。

關鍵字

郵輪旅遊 ； 滿意度 ； 郵輪住宿 ； 郵輪餐飲 ； 郵輪娛樂

並列摘要

The qualitative and quantitative analyses were used in the study for the cruise traveling from Keelung to Okinawa, Japan. In the qualitative aspects, the detailed interviews with tourist were carried out. In the quantitative aspects, the questionnaires were used in this study. Survey was conducted from July 1st to July 4th, 2015 and a total of effective150 copies of questionnaire answer sheets were investigated and analyzed by SPSS22.0 including descriptive statistics, paired-samples t test, one-way ANOVA factor analysis, and regression analysis. The satisfaction and agreement items of questionnaire are divided into five scales. Questionnaire results shows 1) from tourist age range perspective, “Age 30-40 (20.6%)” and “Age 41-50 (29.3%)” accounts for the majority; 2) from tourist professional perspective, people doing business has the majority (30.7%); 3) from tourist income perspective, income below NTD 30,000 has the majority (34.7%). Analysis result showed that among the four aspects of “Cruise traveling expectation”, “Cruise catering (3.75)” and “Service quality and cruise environment (3.71)” rank on the top. And among the four aspects of “Cruise traveling satisfaction”, “Service quality and cruise environment” has the highest average (3.93), followed by the “Accommodation on the cruise” (3.79).
In the aspect of “Service Quality and Cruise Environment”, question item: “Cruise staff are polite and have good service attitude” (4.07) and question item: “Cruise staff can address tourists’ questions properly with professional attitude” (4.07), and question item: “Disaster prevention facilities are sound and well maintained” (3.98) are ranked at the top three places.
In the aspect of “accommodation on the cruise”, question item: “Rooms are clean and neat” (4.03), and “Room temperature are adequate with good ventilation” (3.91) are both the highest.
The overall expectation before cruise travelling is not significant high (3.65) is because many tourists had bad experiences of taking smaller boats and vessels before. They are worried about seasick, wonder it may be bored to stay on the cruise for so many days, and they worry about the health and safety issue on board with so many tourists. In the overall assessment section of the questionnaire, tourists’ satisfaction toward “Cruise charge is reasonable” is not particularly high is mainly because Taiwan tourists are still used to comparing the charge with other normal trips on the ground.
From regression analysis, the results show the satisfaction of overall impression explained about 31% of the variation in the desire of revisiting the cruise traveling. Suggestions concluded from the study results have been made for the government and tourism companies in order to enhance tourists’ travelling experience and recollection of cruise tourism.

並列關鍵字

Cruise travel ； Satisfaction ； Cruise Accommodation ； Cruise Catering ； Cruise Entertainment

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