基隆港區服務因素如何影響郵輪旅客滿意度

HOW FACTORS OF PORT AREAS SERVICES IN KEELUNG HARBOR AFFECT CRUISE PASSENGERS’ SATISFACTION

基隆港為臺灣首要的國際型客輪港，近年來積極朝著轉型為觀光遊憩港的方向發展，在亞洲郵輪市場持續成長帶動下，使得郵輪旅運人次逐年的攀升。因此，如何在有限的資源下因應目前基隆港區大量的郵輪旅客人潮，使港區所提供之設施服務能符合旅客之需求，是發展郵輪觀光的重要課題。本研究藉由Tetraclasse模式探討港區內之相關服務作業及旅客設施等因素對郵輪旅客滿意度之影響程度，據以分類成基本型、關鍵型、加分型以及次要型4類因素。本研究建議在資源有限之情形下，可先排除次要型因素，而其他3類因素之改善優先順序為：基本型、加分型、關鍵型；即先確保維持基本品質，再以行銷方式創造特色擴大顧客，最後持續優化關鍵要素。

Keelung Harbor is Taiwan’s primal international port of the passenger ship. The current policy 'inside for passenger, outside for freight' has been set as the two development directions for Keelung Harbor; however the cruise visitors in Keelung Harbor have steadily increased because of the transformation being towards the tourism and recreation port and growth of Asia’s cruise market. Thus how to enhance the Keelung Harbor’s facilities and services towards the quality standards of international cruise port under the limited resources circumstances so as to meet the needs of cruise visitors is a vital issue of developing tourism in Keelung Harbor. This study aims to explore how factors of services and facilities provided by Keelung Harbor affect cruise visitors’ satisfaction. By using the Tetraclasse model proposed by Llosa (1997), the factors can be categorized into four types, basic, key, plus and secondary, based on their influence degree on satisfaction. Then we suggest that under the circumstances of limited resources, the secondary factors could be ignored, and allocate the resources according to the priority as follows: basic, plus and key. In other words, the basic factors must be maintained to meet quality standards, then focusing on the plus factors to attract visitors by marketing mix, followed by continually optimizing key factors.