受到金融風暴的影響，世界各國的觀光產業也陷入低迷。但中國的出國觀光人數不減反增，成為各國觀光當局招攬的重要對象。特別是近年來興起的短程郵輪觀光旅遊，中國亦不缺席。從一些郵輪公司積極於中國各大港口設立郵輪母港來看，其對開發以中國觀光客為主的郵輪旅遊市場是不遺餘力的。其中，東北亞及東南亞的郵輪旅程特別引人注目。本研究以從上海搭乘郵輪的觀光客為研究對象，並對其於日本鹿兒島靠港的岸上觀光行程之重視及滿意程度作調查，希望能藉此了解中國觀光客在岸上觀光遊程部分之偏好。本研究以因素分析各抽出5個相同的因素，並以成對樣本T檢定來檢驗兩者間是否有顯著的差異存在。研究結果發現，重視度與滿意度在整體量表方面達顯著差異，表示受訪者在整體量表的滿意程度未達到其所重視的標準。

This study took a survey of the Chinese cruise tourists' attention and satisfaction of the shore excursions in Kagoshima, Japan. The Chinese tourists' satisfaction will be clarified by factor analysis and paired T test for two samples. In this study, factor analysis of the 5 same factors, and by paired T test was used to test whether there is significant between the two differences. The results showed that importance and satisfaction scale aspects of the overall significant differences of the respondents said the overall satisfaction scale does not meet the standards of their attention.