| Summary: | 碩士 === 國立屏東科技大學 === 景觀暨遊憩管理研究所 === 104 === The qualitative and quantitative analyses were used in the study for the cruise traveling from Keelung to Okinawa, Japan. In the qualitative aspects, the detailed interviews with tourist were carried out. In the quantitative aspects, the questionnaires were used in this study. Survey was conducted from July 1st to July 4th, 2015 and a total of effective150 copies of questionnaire answer sheets were investigated and analyzed by SPSS22.0 including descriptive statistics, paired-samples t test, one-way ANOVA factor analysis, and regression analysis. The satisfaction and agreement items of questionnaire are divided into five scales. Questionnaire results shows 1) from tourist age range perspective, “Age 30-40 (20.6%)” and “Age 41-50 (29.3%)” accounts for the majority; 2) from tourist professional perspective, people doing business has the majority (30.7%); 3) from tourist income perspective, income below NTD 30,000 has the majority (34.7%). Analysis result showed that among the four aspects of “Cruise traveling expectation”, “Cruise catering (3.75)” and “Service quality and cruise environment (3.71)” rank on the top. And among the four aspects of “Cruise traveling satisfaction”, “Service quality and cruise environment” has the highest average (3.93), followed by the “Accommodation on the cruise” (3.79).
In the aspect of “Service Quality and Cruise Environment”, question item: “Cruise staff are polite and have good service attitude” (4.07) and question item: “Cruise staff can address tourists’ questions properly with professional attitude” (4.07), and question item: “Disaster prevention facilities are sound and well maintained” (3.98) are ranked at the top three places.
In the aspect of “accommodation on the cruise”, question item: “Rooms are clean and neat” (4.03), and “Room temperature are adequate with good ventilation” (3.91) are both the highest.
The overall expectation before cruise travelling is not significant high (3.65) is because many tourists had bad experiences of taking smaller boats and vessels before. They are worried about seasick, wonder it may be bored to stay on the cruise for so many days, and they worry about the health and safety issue on board with so many tourists. In the overall assessment section of the questionnaire, tourists’ satisfaction toward “Cruise charge is reasonable” is not particularly high is mainly because Taiwan tourists are still used to comparing the charge with other normal trips on the ground.
From regression analysis, the results show the satisfaction of overall impression explained about 31% of the variation in the desire of revisiting the cruise traveling. Suggestions concluded from the study results have been made for the government and tourism companies in order to enhance tourists’ travelling experience and recollection of cruise tourism.
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