在全球競爭的21世紀，郵輪產業是海外旅遊市場重要的一環。同時，家庭旅遊市場亦被認為是重要且快速成長的區塊。因此，本研究目的主要在探索臺灣與中國大陸家庭遊客在參與郵輪旅遊時，其所遇到的旅遊阻礙為何?而過往研究，有關旅遊阻礙主要都是針對一般或是個人遊客，並沒有本研究預探討的家庭遊客。爰此，本研究將從旅遊阻礙觀點探討家庭式郵輪旅遊遊客之需求。本文將結合專家深入訪談法及運用重要事件法(critical incident technique, CIT)萃取旅遊經驗豐富的家庭遊客們之觀點，將郵輪旅遊時所產生之旅遊阻礙加以彙整及分析。本文研究結果將有助於臺灣與中國大陸之觀光主管機關、兩岸旅行社業者及國際郵輪業者在家庭式郵輪旅遊產品之內容規劃與整體服務品質提升與參考依據。
The Asian cruise industry has been confronting the incrementally-intense global competition in 21st century when it comes to outbound travel markets. Simultaneously, the family travel market is being considered a significantly-critical and fast-growing sector. In view of the aforesaid, this study aims to explore the specific travel constraint faced by the family tourists from both Taiwan and mainland China. Previously, the travel-constraint-oriented studies mainly focused on the regular or individual tourists. However, the specific issues proposed in this paper were not addressed nor examined. Specifically, this study investigates the family tourists' demand along with travel constraint faced during an outbound cruise travel. Methodology-wise, in-depth interviews with travel experts and critical incident technique (CIT) are conducted to assess while organizing the criteria collected from the experiential family tourists. Most noticeably, the results of this study will not only contribute to both Taiwan and Mainland China tourism bureaus but also the cross-strait travel agencies and international cruise operators as regards to enhancing the overall family travel service quality and cruise travel product design.
