「郵」出新生活:探討台灣年輕女性參與郵輪旅遊動機及選擇考量因素研究

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题名:	「郵」出新生活:探討台灣年輕女性參與郵輪旅遊動機及選擇考量因素研究 Sailing for the New Life: Exploring the Taiwanese Young Female’s Travel Motivation and Selection Factors in Cruise Travel
作者:	鍾婷羽 (CHUNG, TING-YU)
贡献者:	觀光事業學系
关键词:	郵輪旅遊年輕女性選擇考量因素旅遊動機 cruise travel young female tourists selection factor travel motivation
日期:	2018
上传时间:	2019-05-10 13:30:38 (UTC+8)
摘要:	21世紀郵輪產業迅速拓展，其中又以亞洲地區成長最為快速。此外，有研究發現，多數的旅行決策超過70%是由女性做出，目前越來越多的旅遊業從業人員開發了女性特定產品，而相關研究也提出女性在旅遊方面有較大的需求，交通部觀光局在2017年統計，搭乘遊輪來台灣的旅客中，女性遊客多於男性遊客。因此本研究主要探討年輕女性遊客選擇郵輪旅遊之評選考量因素及旅遊動機，首先，開了四場焦點團體，兩場為搭乘過郵輪的年輕女性共10人，兩場為未搭乘過郵輪的年輕女性共9人，再者，本研究進一步發放量化問卷，共收集有搭乘過的有效問卷106份，未搭乘過的212份，分析結果發現，無論是有搭乘過或未搭乘過的年輕女性遊客，皆認為「艙房」與「價格」最為重要，而在動機部份，皆認為「朋友」與「家人」為最主要原因，本研究結果將可加強學術上關於年輕女性郵輪旅遊相關理論不足之處，並提供旅行業者在未來的郵輪旅遊產品行銷與設計方面，有實質參考方針。 In the 21st century, the development of the cruise industry has grown rapidly, typically in the Asia. In addition, studies have found that more than 70% of the travel decisions were made by female. To date, more and more tourism practitioners have developed female-oriented products to this end. Some researches have also indicated that female tourists produce a higher demand for tourism. According to the statistics of the Tourism Bureau in 2017, there are more female tourists than male tourists who took cruises in Taiwan. Therefore, this study is mainly to explore the selection of consideration and travel motives of young female tourists who took the cruise travels ever. First of all, this study held four focus groups to invite four to six individuals to join the discussion respectively. The first two focus groups invited who had taken the cruise travels, with the other two neither. In addition, this study further performed a quantitative survey, by collecting 318 valid questionnaires, with 212 who have never taken the cruise travels and 106 who have taken the cruise travels.. The result of the analysis found that young female tourists who had taken the cruise travels, and who have not taken the cruise travels, were all considered the "cabin rooms" and "price" relatively important. As to travel motives, both "friends" and "family members" were considered as the two key determinants. The findings of this study will reinforce the academic deficiencies in the exploration of young female’s cruise travel theories, and will pace a revenue to providing a substantive reference on the future marketing and design of the cruise tourism products.
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