我的吸「銀」力：台灣銀髮族郵輪旅遊平面廣告訊息吸引力之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38335

Title:	我的吸「銀」力：台灣銀髮族郵輪旅遊平面廣告訊息吸引力之研究 The Message Appeal in Print Advertising of Cruise Tour in Taiwan: A Case Study of Senior Tourists
Authors:	邱漢章
Contributors:	觀光事業學系
Keywords:	郵輪旅遊銀髮族訊息吸引力內容分析法 Cruise Tour Senior Message Appeal Content Analysis
Date:	2017
Issue Date:	2017-10-18 10:22:53 (UTC+8)
Abstract:	根據國際郵輪協會指出，全球與亞洲郵輪旅遊人數持續攀升，而搭乘郵輪的平均年齡為50至74歲，顯示郵輪客群主要是以銀髮族為主。而本研究主要目的為瞭解台灣銀髮族在觀看台灣郵輪旅遊平面廣告時，那些廣告訊息對於銀髮族會有吸引力?本研究屬於探索性研究，故採用質性研究方式，透過專家訪談法與焦點團體訪談蒐集資料。本研究分別針對3位郵輪旅遊業者與1位郵輪學者進行專家訪談，並結合4場共20位之台灣銀髮族進行焦點團體訪談，經由資料蒐集後，本研究進一步採用內容分析法為本研究資料進行分析。本研究結果共得出11個郵輪廣告內容訊息之構面和64個廣告準則。而針對銀髮族而言，曾經搭乘郵輪旅遊之銀髮族和未曾搭乘郵輪旅遊之銀髮族對於台灣郵輪旅遊平面廣告內容訊息吸引力的結果差異不大。銀髮族們皆認為「郵輪特性」、「價格」、「艙房」及「餐廳」是重要且具有吸引力的平面廣告內容訊息。唯獨「景點」訊息能對曾經搭乘的郵輪旅遊的銀髮族帶來更大吸引力，而「休閒與娛樂活動」則能夠更吸引未曾搭乘郵輪旅遊的銀髮族。本研究結果將可拓展學術界有關銀髮族郵輪旅遊的相關理論，並提供郵輪旅遊業者及相關代理的旅行社業者在廣告行銷上能夠有所參考依據。 According to the report from the Cruise Line International Association, the number of people who would like to have a cruise tour is increased, especially in the world and Asia. The average ages of having a cruise tour were from 50 to 74 years old. It showed that the main user group is the seniors for having a cruise tour. For this reason, the purpose of this study aimed at understanding what kinds of messages in print advertisements which could attract Taiwanese elders in planning a cruise tour. This study was exploratory research and adopted the qualitative study, such as the expert interviews and focus group method. The participants were three employers who were from the cruise industry and one expert who studied the field of the cruise industry. Meanwhile, this study also interviewed 20 seniors for four times. The data from three employers and one expert was collected by the expert interviews method, while the data from 20 seniors was collected by the focus group method. Furthermore, this study analyzed data by the content analysis method. This study concluded 11 factors of content in print advertisements of cruise tour and 64 advertising principles. For seniors, the results showed that there was no significant difference between seniors who have and have not haven a cruise tour on the attractive messages of print advertisements in Taiwan. All seniors recommended that “the features of cruise,” “prices,” “cabins” and “restaurants” were important in the attractive messages of print advertisements. However, “the spots” were also important for seniors who have haven a cruise tour, whereas “the entertainments” were important for seniors who have haven not a cruise tour. The results of this study could extend relevant theories of cruise tours for seniors and provide advertisement marketing information for the cruise tour agencies and travel ones.
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