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題名:文化因素對新興郵輪市場遊客體驗之影響程度初探--以「粵港澳大灣區」郵輪產品為例
書刊名:觀光旅遊研究學刊
作者:柳嘉信房文君
作者(外文):Leou, Eusebio C.Fang, Wenjun
出版日期:2018
卷期:13:2
頁次:頁37-47
主題關鍵詞:郵輪旅遊文化因素旅遊體驗粵港澳大灣區Cruise tourismCulture factorTourist experienceGuangdong-Hongkong-Macao Greater Bay area
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:3
近年來,郵輪行業發展迅速,現已成為全球旅遊業中增長最迅速、經濟效益最顯著的市場類別之一。歐美市場的逐漸飽要求擴張國際郵輪業務,中國地區因其地理位置和人口優勢得到了國際郵輪公司的重視與青睞。各大郵輪公司提高郵輪在中國港口的運轉率,搶佔中國市場。國際郵輪公司在進入不同國家或地區時,首要考慮到文化的不同導致遊客對郵輪旅遊產品的偏好與歐美郵輪提供的現有產品的差異問題,同時根據不同市場的文化因素調整郵輪產品,打造適合本土遊客的郵輪。本文以郵輪遊客體驗為視角,通過質性的研究方法探討郵輪添加本土文化因素對郵輪遊客的影響。瞭解郵輪乘客對郵輪本土文化因素的要求與期望。本研究以「粵港澳大灣區」內之香港、深圳、廣州等郵輪港為研究範圍,並以上述港口為出發母港的郵輪為研究對象,挑選具代表性的航次進行搭乘,進行實地觀察及深度訪談。訪談對象為6名郵輪遊客。主要探討現今郵輪船上產品(飲食、娛樂、以及活動)的本土化現狀以及郵輪遊客對郵輪本土化設施的體驗。研究結果顯示:一、語言、飲食以及娛樂活動的差異影響了郵輪遊客的體驗。二、郵輪所提供飲食、娛樂方式以西式菜色、西方遊客偏好的活動為主時,遊客會因文化的差異,對郵輪的餐飲、娛樂等服務,顯示較低接受度較低的滿意程度。三、郵輪業者在經營新興區域市場時,需考慮到能否提供「本土化」的服務,藉以能夠提高遊客體驗質量。
In recent years, the cruise industry has developed greatly and it has become one of the fastest growing and the most economically significant market categories in the global tourism industry. The European and American markets gradually demand to expand the international cruise business. China has been paid more attention by the international cruise company due to its good geographical location and population advantages. The major cruise companies increased the operating rate of cruise ships in Chinese ports to seize the Chinese market. When international cruise companies enter different countries or regions, they should consider that the different culture will lead to different problems between tourists' preference for cruise products and the differences existing products offered by the European and American cruise ships. At the same time, according to the cultural factors of different markets to adjust the cruise products, they should create a cruise to suit local tourists. From the perspective of cruise tourists' experience, this paper discussed the influence on cruiser's culture factors through qualitative research methods to understand the requirements and expectations. This study will target on Guangdong-Hong Kong-Macao Greater Bay Area, take the abovementioned ports as the objective, and select a representative cruise for flight, to conduct a field observation and an in-depth interview. The interviewees included six cruisers. This interview mainly discusses the localization of cruise ship products (catering, entertainment, and activities) and the experience of localization facilities on the ship. The results show that: 1. Differences in language, diet, and entertainment affect the experience of cruise tourists. 2. When the food and entertainment provided by cruise ships are mainly western cuisine and western tourists' partial activities, the tourists will show their lower acceptance and lower satisfaction of the services such as catering and entertainment due to cultural differences. 3. When managing emerging regional markets, cruise operators need to consider the availability of "localize" services to improve the quality of the tourist experience.
期刊論文
1.Hwang, Jinsoo、Han, Heesup(2014)。Examining Strategies for Maximizing and Utilizing Brand Prestige in the Luxury Cruise Industry。Tourism Management,40(1),244-259。  new window
2.Pizam, A.、Pine, R.、Mok, C.、Shin, J. Y.(1997)。Nationality vs. industry cultures: Which has a greater effect on managerial behavior?。International Journal of Hospitality Management,16(2),127-145。  new window
3.Teye, V. B.、Leclerc, D.(1998)。Product and service delivery satisfaction among North American cruise passengers。Tourism Management,19(2),153-160。  new window
4.Hofetede, Greet(1993)。Cultural constraints in management theories。Academy of Management Executive,7(1),81-94。  new window
5.Dwyer, L.、Forsyth, P.(1998)。Economic significance of cruise tourism。Annals of Tourism Research,25(2),393-415。  new window
6.管思源、吳新宇(2014)。中國郵輪遊客滿意度調查。產業與科技論壇,13(14),127-128。  延伸查詢new window
7.楊智、萬後芬(2003)。跨國公司的戰略選擇:全球營銷或本土營銷。商業經濟與管理,2003(11),9-13。  延伸查詢new window
8.孫曉東、武曉榮、馮學鋼(2015)。郵輪旅遊季節性特徵:基於北美市場的實證分析。旅遊學刊,30(5),117-126。  延伸查詢new window
9.葛艷玲、陳莉(2007)。淺議文化定義及文化傳播。青年記者,2007(16),38-38。  延伸查詢new window
10.向文雅、許春曉(2011)。漂流體驗影響因素探析。旅遊論壇,4(1),56-60。  延伸查詢new window
11.佟靜、張麗華(2010)。旅遊體驗的層次性及影響因素分析。遼寧師範大學學報(社會科學版),33(1),41-43。  延伸查詢new window
12.謝彥君、屈冊(2014)。平遙古城旅遊情境感知及其對旅遊體驗質量的影響研究。旅遊論壇,2014(4),27-33。  延伸查詢new window
13.Brida, J. G.、Bukstein, D.、Garrido, N.、Tealde, E.(2012)。Cruise passengers' expenditure in the Caribbean port of call of Cartagena de Indias: a cross-section data analysis。Social Science Electronic Publishing,18(2),313-325。  new window
14.Wie, Byung-wook(2004)。Open-loop and closed-loop models of dynamic oligopoly in the cruise line industry。Asia-Pacific Journal of Operational Research,21(4),517-541。  new window
15.Chen, J. M.、Neuts, B.、Nijkamp, P.、Liu, J.(2016)。Demand determinants of cruise tourists in competitive markets: motivation, preference and intention。Tourism Economics,22(2),227-253。  new window
16.Chua, Bee-Lia、Lee, Sanghyeop、Goh, Ben、Han, Heesup(2015)。Impacts of cruise service quality and price on vacationers' cruise experience: Moderating role of price sensitivity。International Journal of Hospitality Management,44,131-145。  new window
17.Sun, X. D.、Feng, X. G.、Gauri, D. K.(2014)。The cruise industry in china: efforts, progress and challenges。International Journal of Hospitality Management,42,71-84。  new window
18.Sun, X. D.、Jiao, Y.、Tian, P.(2011)。Marketing research and revenue optimization for the cruise industry: a concise review。International Journal of Hospitality Management,30(3),746-755。  new window
19.Schmitt, Bernd(1999)。Experiential Marketing。Journal of Marketing Management,15(1-3),53-67。  new window
20.Pine, B. Joseph II、Gilmore, James H.(1998)。Welcome to the Experience Economy。Harvard Business Review,76(4),97-105。  new window
學位論文
1.李均帆(2016)。遊客對郵輪旅遊滿意度之研究--以基隆至沖繩為例(碩士論文)。國立屏東科技大學。  延伸查詢new window
2.傅志柯(2013)。沃爾沃在華本土化品牌策略研究(碩士論文)。西南大學。  延伸查詢new window
3.杜錚(2011)。歌詩達郵輪中國市場服務行銷策略研究(碩士論文)。天津大學。  延伸查詢new window
圖書
1.Manning, R. E.(1986)。Studies in outdoor recreation: A review and synthesis of the social science literature in outdoor recreation。Corvallis, OR:Oregon State University Press。  new window
2.袁曉莉、雷銀生(2013)。國際市場營銷學。北京:清華大學出版社。  延伸查詢new window
3.賈丹華、聶晶(2007)。現代市場營銷。北京:清華大學出版社。  延伸查詢new window
4.謝彥君(2004)。基礎旅遊學。北京:中國旅遊出版社。  延伸查詢new window
5.胡咸(2005)。論國際營銷全球化與本土化戰略的融合及其選擇。瀋陽:東北師範大學。  延伸查詢new window
其他
1.江南鸞(2017)。招商蛇口打造郵輪母港4.0版。  延伸查詢new window
2.途牛(2018)。中國在線郵輪旅遊消費分析報告2018,http://industry.caijing.com.cn/20180807/4497381.shtml。  延伸查詢new window
3.Cruise Lines International Association(2018)。2018 CLIA cruise market overview,http://www.cruising.org/press/overview2018/。  new window
4.Cruise Lines International Association(2017)。2017 CLIA cruise market overview,http://www.cruising.org/press/overview2017/。  new window
圖書論文
1.Hoseason, J.(2000)。Capacity management in the cruise industry。Yield management: Strategies for the service industries。London:Thomson。  new window
 
 
 
 
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