| Summary: | 碩士 === 國立屏東商業技術學院 === 休閒遊憩與創意產業管理研究所 === 99 === The UNWTO(United Nations World Tourism Organization) predict that the number of global tourist is expected to reach as high as 1.6 billion by the year of 2020. The CLIA(Cruise Line International Association) indicate that the cruise market will also be a substantial growth one, and expected there would be more than 14 million cruisers aboard the cruise ships in 2010. In considering the development of cruise tourism in many countries, the British Ocean Shipping Consultants (OSC) forecasts that Taiwan will be one of the countries with most significant growth. However, the tourism image is an essential impression and decisive influence for a tourist to select a destination, but it is rarely focused on the cruisers perception of the tourism image. Followed by the improvement of the cross-strait relations together with the gradual relaxation of sea and air transport policy, the construction of major cruise home-port terminals in Shanghai and Hong Kong, it is imperative that Taiwan develop the cruise tourism with the advantage of geographical locations. This field study focused on the tourism image of the port cities across-strait, and targeted on the cruisers who took the cruise to travel in the Royal Carribean Cruise, during Feb. 15th to Feb. 20th in 2010. In addition, the purpose of the study is also emphasizing on important tourism image factors for the cruisers. Finally, apply importance- performance analysis (IPA) to survey destination attributes’ importance and priority in port city competence. The results of the study will be taken as references of the marketing promotion strategy.
|
|---|
