旅客搭乘國際郵輪旅遊偏好之研究

全球旅遊產業日趨龐大，其中，郵輪產業是旅遊產業中成長最快速的一塊。郵輪旅遊不單只是滿足旅客的交通需求，更具滿足旅客消費、觀光、旅館與休閒之特性。過往有關郵輪旅遊之研究，主要是探討休閒空間、船上活動、岸上遊覽與船艙舒適度之偏好及滿意度，未曾探討郵輪飲食及退款機制方面的產品屬性，遂引發本研究動機與目的。本研究將郵輪旅遊產品屬性區分船上活動、休閒空間、船艙舒適度、米其林餐廳與退款機制，應用選擇實驗法(Choice Experiment, CE)建構郵輪旅遊屬性效用模型，其次，藉由條件式羅吉特模型(Conditional, CL)與隨機參數羅吉特模型(Random Rarameter Logit, RPL)推估郵輪旅遊效用函數，探討各屬性邊際願付價格之差異性。本研究採立意抽樣法，共發放575份問卷，有效問卷為439份，有效問卷回收率為 76.3%。研究結果發現：(1)旅客搭乘郵輪時，最注重的為船上的服務品質，其次為船上設施。 (2)旅客對於舒適的泳池空間以及郵輪提供較多次活動呈負向顯著，表示旅客不偏好郵輪增加這兩項設施與體驗。(3)船艙舒適度與米其林餐廳的部分則呈現正向顯著，旅客願意額外支付更多費用將內艙升級成有景觀的船艙，也願意額外付費體驗米其林餐廳。(4)經過新冠疫情(COVID-19)之影響，旅客未來搭乘郵輪時，更願意做好自主健康管理，並特別留意船上是否具足夠的醫療資源；再者，即使經過疫情影響仍不會降低旅客搭乘郵輪旅遊之意願。本研究貢獻為補足臺灣對於郵輪市場消費偏好之研究缺口，希望更廣泛探討影響遊客搭乘郵輪之偏好與選擇，藉由研究結果分析郵輪旅遊之經濟價值，並提供旅遊業者或管理單位作為規劃決策參考之依據。

The global tourism industry is expanding increasingly, with the cruise industry being its fastest-growing segment. Cruise tours satisfy cruisers’ transportation, consumption, sightseeing, accommodation, and leisure needs. Previous studies on cruise tourism focused on the preferences and satisfaction of leisure space, onboard activities, shore excursions, and cabin comfort but have not explored the product attributes of food and beverages (F&B) and refund mechanisms, which has inspired this research. In this study, the product attributes of cruise tour are distinguished into onboard activities, leisure space, cabin comfort, Michelin restaurant, and refund mechanism, and the multi-attribute utility model of cruise tour is constructed using the choice experiment (CE) method. In the second stage, the conditional logit (CL) and random parameter logit (RPL) models are used to estimate the utility functions of cruise tour and explore the differences in the marginal willingness to pay (MWTP) of each attribute. The purposive sampling is adopted in this study. Of the 575 questionnaires distributed, 439 were valid with an effective recovery rate of 76.3%. The results of the study revealed that the following: (1) When cruisers travel, what they value the most is the quality of service on board, followed by the facilities on board. (2) Passengers' preferences for comfortable pool space and more activities on board are negatively significant, indicating that they do not prefer to add these amenities and experiences to the cruise ship. (3) Passengers’ preferences for cabin comfort and Michelin restaurant are positively significant. Passengers are willing to pay extra to upgrade the interior cabin to one with a view and to experience the Michelin restaurant. (4) Influenced by the COVID-19 pandemic, cruisers are more willing to manage their own health and pay special attention to the availability of adequate medical resources on board. Moreover, the pandemic will not reduce their willingness to travel by cruise. This study contributes to fill the gap in the research on consumer preferences in Taiwan's cruise market, explore the factors that affect cruiser preferences and choices, and provide references for the tourism industry or management units in planning and decision-making.