| 摘要: | 2020年底COVID-19席捲全球，觀光產業猶如骨牌效應兵敗如山倒進入大蕭條時期，影響最大的就是全球郵輪產業，目前全球率先恢復航行的臺灣，更有其研究價值及目的性。
在COVID-19前，臺灣在亞洲郵輪旅客數量成長快速，居亞洲第二大客源市場，目前因應疫情時代，旅客消費模式改變，從實體店面線下服務進而改變為OTA（線上旅行社）模式，將其結合進行研究。
本研究針對以產、官、學、消費者四面向，進行質性深度訪談，採用半結構式訪談方式，強化其信、效度，歸納整理出郵輪市場現狀。研究訪談郵輪產業業者、郵輪主管機關、研究郵輪學者及搭乘過郵輪之消費者，共計10位受訪者；訪談時間自2020年12月至2021年3月，當中歷時約五個月的時間，進行訪談、逐字稿編撰及確認無誤。
本研究發現，由於疫情影響帶來人類的生活重大的衝擊，觀光郵輪市場需重建人們信心並啟動郵輪旅遊產業鏈，討論建議彙整如下：
一、後疫情時代觀光郵輪旅遊修正成「類出國」模式設計。
二、結合在地產業郵輪旅遊模式創造全新旅遊目的地。
三、運用智慧旅遊使OTA軟體建立更加多元友善化。
四、郵輪易位思考屬性特質使得「旅遊如何不泡泡」。
五、結合觀光圈模式導入食宿遊購行於郵輪旅遊模式。
在各項防護措施都要做到確實升級運用上述旅遊發展策略及作法，加上OTA模式使用，妥善規劃郵輪旅遊相關配套措施，融入「SWOTA」模式增加郵輪市場產值，提昇臺灣郵輪旅遊品牌競爭力。
Due to the influence of COVID-19 in 2020, the tourism industry has been affected a lot, like the Great Depression. The most affected in tourism industry is the global cruise industry. In the present, Taiwan restarts curise industry and the research about it has more been valuable.
Before the outbreak of COVID-19, Taiwan was the second large market in Asia that means the curise market in Taiwan is potential. Due to the influence of COVID-19, customer behavior changed from face-to-face shopping to online shopping. The prupose of this research combines OTA (Online Travel Agency) and the cruise market.
A total of 10 interviewees were researched and interviewed with cruise industry operators, cruise authorities, cruise research scholars, and consumers who have traveled on cruise ships. The interview time was from December 2020 to April 2021, which lasted about five months. Conduct interviews, compile verbatim manuscripts and verify correctness.
This study found that the impact of the epidemic has brought a major impact on human life. The tourist cruise market must be able to rebuild people’s confidence and start the cruise travel chain, and all protective measures must be upgraded in a post-epidemic era. The design of tourism was revised into a “Pretend to go abroad” model, combined with the cruise tourism model of the real estate industry to create a new tourism destination, using smart tourism to make OTA software more diverse and friendly, and the attributes of cruise translocation thinking make "how to travel without bubbles", combined with sightseeing The circle mode is used to import boarding and lodging travel purchases into cruise travel modes.
This study conducted qualitative and in-depth interviews in the four aspects of industry, government, academics, and consumers, and adopted semi-structured interview methods to strengthen its credibility and validity, and summarized the current status of the cruise market. And use tourism development strategies and practices, plus the use of the OTA model, to properly plan cruise tourism-related supporting measures, increase the output value of the cruise market, and enhance the competitiveness of Taiwan's cruise tourism brand. |
