力爭上「郵」—以豪華郵輪旅遊探討顧客關係管理策略之研究

Abstract

近兩年來，全球各項產業受到嚴重特殊傳染性肺炎(簡稱：COVID-19) 的影響，最具影響及打擊的產業無疑是觀光旅遊業等相關的營運，而臺灣作為亞洲發展郵輪觀光的重要發展地，其中提供郵輪旅遊行程之旅行社及其相關郵輪業者也飽受影響及波及。在經歷過這些時日的沈澱，全球許多產業及企業終於相繼復甦。近期「豪華旅遊」一詞在臺灣旅遊產業風氣正盛，許多旅客因先前在疫情期間受限而無法出國旅行，此前搭乘郵輪遊玩之旅客也因此難以到達目的地進行郵輪旅遊，現如今旅客可以透過提供奢華旅遊的公司及旅行社進行旅程。本研究以曾經體驗臺灣豪華郵輪旅遊行程的遊客作為研究對象，並於網路上發放有效的網路問卷，有效回收問卷為216份，回收率為97%。研究工具包括顧客關係管理量表、知覺價值量表、重遊意願量表與個人基本資料問卷，並將搜集之資料進行量化分析。研究結果為不同豪華郵輪旅客在顧客關管理呈現顯著差異，知覺價值與重遊意願具有呈現顯著正相關，且顧客關係管理、知覺價值與重遊意願具有顯著預測力，再者，以產、官、學三方角度，共訪談3位專家並透過半結構式訪談後，分析得出豪華郵輪旅客為臺灣具有潛力之客群，因此，本研究建議，旅行社、郵輪公司、臺灣港務公司或航港局可以加強對豪華郵輪客群的掌握，並加強郵輪船隻與在地連結，更能提升旅客對一地重遊的意願及創造另類郵輪觀光行銷。

In the past two years, various industries worldwide have been affected by Coronavirus disease 2019 (COVID-19), with tourism and other related operations being the hardest hit. As a key player in the development of cruise tourism in Asia, Taiwan has been affected by the impact on travel agents and related cruise businesses that provide cruise itineraries. After all these years, many industries and businesses around the world have finally recovered. The term “luxury tourism’’ has recently gained popularity in Taiwan’s travel industry. Many travelers are unable to travelabroad due to previous restrictions during the epidemic, and those who previously traveled on cruises find it difficult to reach their destinations for cruises. Nowadays, travelers can travel through companies and tour operators that offer luxury tourism.In this study, a valid online questionnaire was distributed to tourists who had experienced a Taiwan luxury cruise itinerary. In total 216 valid questionnaires were returned, with a return rate of 97%.The research tools included customer relationship management scale, perceived value scale, repeat visit intention scale, and a basic demographic questionnaire. The collected data were subjected to quantitative analysis. Theresults of the study showed indicate significant differences in customer relationshipmanagement among different luxury cruise passengers. Perceived value and repeat visit intention show a significant positive correlation. Furthermore, customer relationship management, perceived value, and repeat visit intention demonstrate significant predictive power. Additionally, from the perspectives of industry, government, and academia, three experts were interviewed using a semi-structured interview approach. Through this analysis, it was concluded that luxury cruise passengers represent a potential customer segment for Taiwan.Therefore, this study suggests that travel agencies, cruise lines, Taiwan International Ports Corporation and Maritime Port Bureau can strengthen their grasp of the luxury cruise passenger segment and strengthen the connection between cruise ships and the local area, which can enhance the willingness of passengers to revisit one place and create alternative cruise tourism marketing.