臺灣博碩士論文加值系統

現今旅遊趨勢郵輪旅遊漸漸占穩在觀光產業中的地位，不但是船舶功能增加，船上設施也相對大幅提升，再加上岸上觀光的相輔相成，促使郵輪旅遊已經不像以往僅限奢華、高消費的客群，而是從高端消費擴展至中產階級，最後趨向大眾化。現代郵輪發展型態可謂是「移動的渡假村」，一趟郵輪旅遊除了包含了住宿、餐食、交通等基本需求外，更結合了觀光、購物、賭博、岸上活動等，遊程內容精采奪目，大大地消費者關愛的眼神。
根據CLIA於2018年公布的報告顯示，郵輪旅客自2009年後都呈穩定成長，而亞洲區在2016-2017的成長率更高達18.48%，代表著郵輪旅遊重心漸漸轉持至亞洲，而郵輪公司對於歐美地區的郵輪鼎盛期要如何再創高峰以及亞洲區的郵輪業要如何在成長拓展期掌握優勢是本研究將要探討的。另外根據過往研究發現，創意旅遊、創意體驗相繼被提出，因此本研究假設當郵輪旅遊提供了具有創意的遊程時，會更容易吸引消費者。
根據研究結果顯示，郵輪創意遊程應包含飲食文化體驗、生活教育體驗、自然生態體驗、流行時尚體驗等。另外經由本研究模型驗證，郵輪創意遊程對難忘旅遊體驗有正向且顯著的影響關係，亦即表示當郵輪提供了創意遊程，消費者越容易留下難忘的旅遊體驗。

Cruise tourism has gradually stabilized its position in the tourism industry in today's tourism trends. Not only the ship's function has increased, but also the ship's facilities have increased significantly. In addition, the complementary of onshore tourism has made cruise tourism not like the luxury, high-consumption customers in the past, but from high-end consumption to the middle class, and finally to the mass. The modern cruise development model can be described as a " floating hotel." In addition to the basic needs of accommodation, meals, transportation, etc., the cruise tour combines sightseeing, shopping, gambling, onshore activities, etc., and the content of the tour is brilliant.
According to a report released by CLIA in 2018, cruise passengers have grown steadily since 2009, while the growth rate of Asia in 2016-2017 is 18.48%, which means that the focus of cruise tourism has gradually shifted to Asia. How the cruise company will re-create the peak of the cruise period in Europe and the United States and how the cruise industry in Asia will gain an advantage during the growth and expansion period will be explored in this study. In addition, according to past studies, creative tourism and creative experiences have been proposed. Therefore, this study and hypothesis will make it easier for attracting consumers when cruise tourism provides creative itinerary.
According to the research results, the cruise creative itinerary should include food culture experience, life education experience, natural ecological experience, and fashion experience. In addition, the research model proves that the cruise creative itinerary has a positive and significant influence on the memorable travel experience, which means that when the cruise provides a creative itinerary, the more likely the consumer is to leave an memorable travel experience.

摘要 I
Abstract II
表目錄 V
圖目錄 VII
第壹章 緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4
第四節、名詞釋義 5
第貳章 文獻回顧 6
第一節、郵輪產業 6
第二節、創意遊程 33
第三節、郵輪創意遊程 42
第四節、難忘旅遊體驗 50
第五節、創意遊程與難忘旅遊體驗關係之探討 58
第參章 研究方法 60
第一節、研究架構 60
第二節、研究假設 60
第三節、操作性定義 61
第四節、問卷設計 62
第五節、樣本選取與資料蒐集 67
第六節、資料處理及分析方法 67
第七節、預試分析 70
第肆章、研究結果分析 74
第一節、郵輪消費者背景屬性 74
第二節、資料敘述性分析 76
第三節、消費者屬性對郵輪創意遊程與難忘旅遊體驗之差異性分析 80
第四節、量表信效度分析 96
第五節、驗證性因素分析 98
第六節、整體結構方程模式分析 109
第伍章、結論與建議 112
第一節、結論 112
第二節、意涵 115
第三節、研究限制及後續研究建議 118
參考文獻 119
中文文獻 119
英文文獻 123
附錄 130
正式問卷 130

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