品牌權益與母港港口服務設施對郵輪旅客滿意度之影響-----以網路口碑為調節因子

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Title:	品牌權益與母港港口服務設施對郵輪旅客滿意度之影響-----以網路口碑為調節因子 Effect on Cruise Customers' Satisfaction from Brand Equity and Homeport's Services and Facilities-----Internet Word-of-mouth as a Moderato
Authors:	黎庭宇
Contributors:	觀光事業學系觀光休閒事業碩士在職專班
Keywords:	品牌權益母港港口服務與設施滿意度網路口碑 brand equity the services and facilities of homeport satisfaction net word-of-mouth
Date:	2022
Issue Date:	2023-02-20 14:40:40 (UTC+8)
Abstract:	現今國際郵輪市場蓬勃發展，國人搭乘郵輪人數亦逐年增加，其中基隆港為台灣首要國際型客輪港，目前朝觀光遊憩港方向發展。而近年來網路興起，各類平台不斷增加，網路上各種訊息傳遞，特別是關於評價與口碑方面，是否會影響郵輪旅客選擇郵輪品牌之決定。本研究藉由探討郵輪品牌權益與母港港口服務設施，對郵輪旅客滿意度是否具有顯著影響，以及網路口碑是否對郵輪品牌權益與郵輪旅客滿意度具調節作用，以利日後基隆港區所提供之服務與設施能符合旅客之需求，進而提高郵輪旅客之品牌權益與滿意度，使台灣也能成為亞洲國際郵輪母港。本研究採問卷調查法，於麗星郵輪、公主號郵輪與歌詩達郵輪停靠基隆港期間，發放 360 份問卷，有效回收 358 份，回收率為 99.4％，結果顯示科技業與學歷較高者，在不同構面之差異性較其他變項顯著，其中科技業、碩士、搭乘 3 次者較注重品牌權益。交通業、60 歲以上、國中學歷、搭乘 3 次郵輪經驗者、已婚、月收入 80001-100000 元者，對母港港口服務與設施之需求度較低，郵輪品牌權益與母港港口服務與設施對郵輪旅客滿意度有顯著影響，網路口碑對郵輪品牌權益與郵輪旅客滿意度不具調節作用。 Currently, the international cruise market is booming, and the number of choosing to take cruise increases annually as well. Keelung Harbor is the most important cruise harbor for developing to be a sightseeing and recreation port. With the popularity of Internet, a variety of platforms increase and every kind of message are transformed, especially whether the evaluation and word-of-mouth will affect the customers’ choice of the cruise brand. This study will discuss if the cruise brand equity and the services and facilities of homeports have significant positive effects on cruise travelers’ satisfaction. It will also explore whether the net word-of-mouth is the moderating factor between brand equity and cruise travelers’ satisfaction. As a result, the services and facilities provided by Keelung Harbor can meet the customers’ requirement and enhance the brand equity and satisfaction so that Taiwan can become the homeport of international cruise. This study adopts questionnaire investigation by releasing 360 questionnaires, which 358 valid questionnaires collected and the rate is 99.4 ％ , during the period of Star Cruise,Princess Cruise, Costa Cruise berthing in Keelung Harbor. The results show that the technology industry and higher educated are more different from the other groups in various concepts, especially the technology industry, master’s degree, taking three-times passengers put more emphasis on brand equity. The transportation industry, over 60-year-old persons, junior high degree, taking three-times passengers, married people monthlyincome 80001-100000 have lower requirement about the services and facilities of homeport. Brand equity and the services and facilities of homeport have significant positive effect on cruise travelers’ satisfaction, however, net word-of-mouth has no moderating effect on brand equity and the services and facilities of homeport.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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