臺灣博碩士論文加值系統

郵輪旅遊雖在歐美地區廣為流行數十年，但是直至近年對台灣旅客而言，尚屬特殊新潮奢華之旅遊方式，相較於傳統的巴士團體旅遊，接受度較低。職是之故，台灣旅遊業者與世界郵輪業者，在行銷這種被定位為豪華、高端的特殊型態旅遊產品，必須要有別於一般傳統的旅遊產品的策略。本論文的目的即在探討台灣旅客選擇郵輪旅遊此類高端旅遊產品的消費行為，進而依此研究提出創新的行銷策略供業者參考。
根據研究目的，本研究透過分析旅客背景對五項感受構面 (目的地意象、遊憩體驗、滿意度、忠誠度與重遊意願)的程度差異；並將五項感受構面發展為本研究之模式與假設，探討滿意度做為中介變數的影響，以及受訪者的收入差異做為干擾變數進行研究討論。總共發放200份問卷，回收有效問卷195份，主要透過T檢定、迴歸分析做為本研究之方法。
透過統計分析，本研究有三項主要發現：
1. 旅客背景的不同對五項感受構面有其顯著差異；
2. 滿意度在目的地意象 (X1)和遊憩體驗 (X2)與忠誠度 (Y1)和重遊意願 (Y2)間具有完全中介效果；以及
3. 年收入對滿意度 (M1)與忠誠度 (Y1)間具有干擾效果。
因此針對高端豪華郵輪旅遊之未來行銷，滿度度著實為一個相當重要的課題，且是業者所需努力之因素，而針對年收入超過401萬的已婚之中高年齡族群，更是高端豪華郵輪旅遊業者所應積極爭取之主要目標客源。

Although the popularity of cruise vacations has been maturing in the United States and Europe, it is still a relatively new and unique product for Taiwanese consumers. Contrast to the prevalent conventional bus tour groups in the market, the willingness of taking a cruise vacation among Taiwanese travelers is still in its nascent stage. As a result, while developing marketing strategies for these high-end luxury products, the agencies need to design a brand new set of tactics other than applying the traditional methods used for conventional vacation products. This thesis will study the consumer behaviors and preferences of those who have the high inclination to cruise, and develop a more innovative marketing strategy for the cruise industry.
This thesis will analyze five perceptive aspects of the targeted consumers such as impression of the destination, recreation experience, satisfaction, loyalty and willing-ness to re-visit. And then using the result to create &; develop the main theory model and hypotheses while setting “satisfaction” as the mediator variable and “respondents’ income differences” as intervening variable. Total 200 copies of questionnaire were surveyed for this thesis, and 195 copies of them belong to effective samples. The main methods used in this paper are T-test and Regression analysis.
According to the outcome of the analysis, there are three major discoveries:
1. The five perceptive aspects of the targeted consumer background exists significant differences.
2. Complete mediating effect exists among Impression of the Destination (X1), Rec-reation Experience (X2), Loyalty (Y2), Willingness to Re-visit (Y2).
3. Annual income has intervening effects between Satisfaction (M1) and Loyalty (Y1).
In conclusion, consumer satisfaction is one of the most determining factors to be contemplated and focused while developing marketing strategies for luxury tourist products such as cruise vacations. And annual income exceeding NTD 4 million would be the main target audience for the agencies planning to enter the luxury cruise market.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第三節 研究流程 4
第四節 研究範圍與限制 5
第二章 文獻探討 6
第一節 產業現況分析 6
第二節 目的地意象 10
第三節 遊憩體驗 14
第四節 滿意度 18
第五節 忠誠度 23
第六節 重遊意願 28
第三章 研究設計 32
第一節 研究架構 32
第二節 研究模式與假設 33
第三節 研究方法 35
第四節 問卷設計 36
第五節 資料處理與分析 37
第四章 實證分析 39
第一節 樣本結構敘述與變數基本分析 39
第二節 旅客背景對其感受程度之影響 43
第三節 滿意度中介效果驗證分析 54
第四節 年收入對忠誠度及重遊意願之干擾效果驗證 57
第五節 實證結果彙整 60
第五章 結論與建議 62
第一節 研究結論 62
第二節 研究建議 64
第三節 管理意涵 65
參考文獻 66
一、中文 66
二、英文 66
附錄　研究問卷 68

一、中文
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徐達光，2004，消費者心理學－消費者行為的科學研究，台北：東華書局。
喩學才、王健民，2006，「高端旅遊的基準與標準探討」，旅遊科學，20卷2期。
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溫石松，2002，顧客價值與網路忠誠度之關係，國立中興大學企業管理學研究所
碩士論文。
趙益杉，2009，「打造海南高端旅遊市場」，全國貿易經濟類核心期刊，四月上旬刊，571期。
謝淑芬，2002，觀光心理學，臺北市：五南出版社。

二、英文
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Bhote, K.R. 1996. Beyond customer satisfaction to customer loyalty: The key to greater profitability. New York: American Management Association.
Boulding, K.E. 1956. The image: Knowledge in life and society. Ann Arbor, Mich: The University of Michigan Press.
Cruise Lines International Association. 2011. The overview: 2011 CLIA cruise market overview. CLIA.
Cuieford, J.P. 1965. Fundamental statistics in psychology and education (4th ed.). New York, NY: McGraw-Hill.
Dodd, W.B., Kent, B.M., &; Dhruv, G. 1991. The effect of price, brand, and store information on buyers’ product evaluation. Journal of Marketing Research, 28(3): 307-319.
Echtner, C.M., &; Ritchie, J.R.B. 1993. The measurement of destination image: An empirical assessment. Journal of Travel research, 31(4): 3-13.
Engel, J.F., Blackwell, R.D., &; Miniard, P.W. 1995. Consumer behavior (8th ed.). Florida: The Dryden Press.
Fakeye, P.C., &; Crompton, J.L. 1991. Image differences between prospective, first-time, and repeat visitors to the lower Rio Grand valley. Journal of Travel Research, 30(2): 10-16.
Guest, L.P. 1995. Customer loyalty: How to earn it, how to keep it. NJ: Simmon and Schuster Inc.
Gunn, C.A. 1972. Vacationscape-Designing tourist regions. Austin, Texas: University of Texas.
Jones, T.O., &; Sasser, W.E.Jr. 1995. Why satisfied customer defect. Harvard Business Review, 73 (6): 88-99.
Kozak, M. 2001. Comparative assessment of tourist satisfaction with destinations across two nationalities. Tourism Management, 22(4): 391-401.
Oliver, R.L., &; Bearden, W.O. 1985. Disconfirmation process consumer evaluations in product usage, Journal of Business Research, 13(3): 235-246.
Patterson, P., Johnson, L., &; Spreng, R. 1997. Modeling the determinants of customer satisfaction for business-to-business professional services. Journal of the Academy of Marketing Science, 25(1): 4-17.
Prus, A., &; Randall, B.D. 1995. Understanding your customers. Marketing Tools, (July-August): 10-14.
Reichheld, F.F., &; Sasser, W.E. 1990. Zero defections: Quality comes to services. Harvard Business Review, 68(4): 105-111.
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Zeithaml, V.A., &; Bitner, J.M. 1996. Total quality management and business excellence. Services Marketing, 11(7): 869-882. New York: Mc Graw-Hill.

三、網站
CLIA, 2014. CLIA Cruise Market Overview, 2014 Year in Review.
www.cruising.org