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研究生:許瀞文
研究生(外文):Ching-WenHsu
論文名稱:潛在旅客選擇探索型郵輪進行跳島式旅遊因素與意圖之探討
論文名稱(外文):Choosing Factors and Intentions of Potential Visitors concerning Island-Hopping Tourism on Exploratory Cruises
指導教授:林佐鼎林佐鼎引用關係
指導教授(外文):Tzuoo-Ding Lin
學位類別:碩士
校院名稱:國立成功大學
系所名稱:交通管理科學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:146
中文關鍵詞:探索型郵輪島嶼深度旅行Hybrid選擇模式
外文關鍵詞:Exploratory CruiseIslands in-depth travelHybrid choice model
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現今,郵輪市場正蓬勃發展,郵輪公司爭相打造大規模、豪華且精緻的郵輪,並為乘客提供良好的服務,在臺灣也不例外。臺灣不僅擁有優越地理位置,國內的交通網路也很密集與便利,觀光風氣亦相當盛行。國際郵輪公司逐漸將基隆港和高雄港作為他們的母港或掛靠港,吸引更多台灣人及在當地旅遊後,藉由臺灣轉往其他國家之外國旅客前來登船,這樣的旅遊模式稱之為「Fly Cruise」。因此,臺灣搭乘郵輪旅客之數量正逐年攀升,郵輪公司航程也更加多元豐富。
近年在臺灣停靠的郵輪皆以我國基隆、高雄港與亞洲地區之航行路線為主,尚未有完整在我國離島增設跳島之航程,又因臺灣在亞洲擁有發展「Fly Cruise」的潛力,但面臨過去較少文獻提及此類型研究之窘境。然而,目前政府與民間協會積極規畫之探索型郵輪臺灣跳島旅遊計畫,正好給予新的契機。故本研究應用Hybrid選擇模式,結合二元羅吉特與行為推理理論,進行問卷的發放,其中模擬成各種情境讓受訪者填答。研究顯示費用為主要影響潛在旅客選擇行程之重要考量,不同特性之旅客亦有其偏好,惟目前潛在客群仍以選擇普通型郵輪遊臺灣島嶼為大宗。結果可以進一步分析潛在旅客未來之選擇行為、評估未來探索型郵輪在臺灣跳島旅遊之可行性,並提供相關單位策略擬定之方向。
Nowadays, the cruise market is booming. Cruise companies scramble to create large-scale and luxury cruises, also providing the good service to passengers. Taiwan has a superior geographical location, and the domestic transportation network is very dense and convenient, as well as the quite prevalent tourist culture. International cruise companies gradually take the port of Keelung and Kaohsiung as their home ports or ports of call, attracting more Taiwanese and foreign tourists who travel in local and then transfer to other countries via Taiwan to embark which called “Fly Cruise”. The number of cruise passengers in Taiwan is climbing year by year. The voyages are also diverse provided by cruise lines.
Cruises currently docked are mainly based on the itineraries of Keelung or Kaohsiung Port and the Asian region, not having the intact island-hopping voyage yet in Taiwan. It’s also because Taiwan has the potential to develop “Fly Cruise” in Asia, but much literature less refer to. However, the project of exploratory cruises island-hopping tour actively planned by the government and the association gives a new opportunity. This study applies Hybrid Choice Model, which combine Binary Logit with Behavioral Reasoning Theory model. The questionnaire contains several scenarios to let participants fill in. The results show that cost is an important consideration which mainly affects the choice of potential visitors. Visitors with diverse characteristics also have different preferences. However, Regular cruises visiting Taiwan islands are still their first choice.
目錄
表目錄.. XII
圖目錄.. XV
第一章 緒論..... 1
1.1 研究背景與動機...... 1
1.2 研究目的.... 5
1.3 研究範圍與對象...... 5
1.4 研究方法.... 6
1.5 研究流程.... 6
第二章 文獻回顧. 9
2.1 郵輪產業與探索型郵輪之應用... 9
2.1.1 郵輪產業.. 9
2.1.2 全球探索型郵輪.... 12
2.2 臺灣跳島郵輪旅遊政策. 15
2.3 旅客選擇郵輪旅遊因素與動機... 21
2.4 消費者行為意圖探討... 22
2.4.1 理性行為理論、計畫行為理論. 22
2.4.2 行為推理理論...... 24
2.4.3 其他方法.. 27
2.5 小結....... 28
第三章 研究方法. 29
3.1 研究模型架構 29
3.2 研究設計.... 30
3.2.1 替代方案屬性水準值. 30
3.2.2 潛在構面模型與假設. 39
3.2.3 問卷設計.. 42
3.3 研究方法.... 48
3.3.1 敘述性統計(Descriptive Statistical Analysis)與敘述性偏好法(Stated Preference, SP).... 48
3.3.2 二元羅吉特(Binary Logit Model).... 50
3.3.3 信度與效度分析(Reliability & Validity).... 51
3.3.4 驗證性因素分析(Confirmatory factor analysis, CFA). 51
3.3.5 結構方程模型(Structural Equation Modeling, SEM)... 53
3.3.6 Hybrid選擇模式(Hybrid Choice Model)....... 55
第四章 實證結果分析...... 59
4.1 前測結果與正式問卷發放....... 59
4.2 基本敘述性統計資料... 60
4.2.1 個人背景資料分析.. 61
4.2.2 熟悉度與旅遊經驗分析....... 63
4.2.3 郵輪港口城市與離島目的地之喜好度分析 65
4.3 二元羅吉特分析...... 68
4.3.1 變數設定.. 68
4.3.2 分析結果.. 70
4.4 Hybrid選擇模式分析.. 77
4.4.1 信度分析.. 77
4.4.2 驗證性因素分析.... 79
4.4.3 結構方程模式分析.. 83
4.4.4 迴歸分析.. 86
4.4.5 Hybrid選擇模式之二元羅吉特分析..... 88
4.5 集群分析、中介與干擾效果..... 93
4.5.1 反對原因構面之集群分析(Cluster Analysis)... 93
4.5.2 中介與干擾效果分析. 100
4.6 小結....... 102
第五章 結論與建議....... 103
5.1 結論....... 103
5.2 建議....... 105
5.3 研究限制.... 108
5.4 未來研究方向 108
參考文獻 110
一、網站與統計資料....... 110
二、中文文獻.... 110
三、英文文獻.... 113
附錄一、調查問卷(中文版). 122
附錄二、Questionnaire (English version). 133
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