基隆港郵輪觀光巴士經營策略之探討

Exploring the Development Strategies of the Cruise Tour Buses in Keelung Port

郵輪觀光巴士整體服務品質是整個郵輪行程中的關鍵要素，其影響著旅客旅程體驗的滿意度與再度到訪該港口城市的意願，近年成為郵輪公司與港口、城市管理單位重視的議題。本研究應用分析網路程序法，建構影響基隆港郵輪觀光巴士營運策略之指標。問卷來源包括產、官、學領域等27位專家。研究結果顯示，指標權重排序為巴士服務品質、人員素質與營收管理。研究成果可供基隆港口管理當局與基隆市政府推動與改善郵輪觀光巴士策略作為參考，本研究亦提供管理意涵與政策建議。

"Cruise tour buses are an integral part of full cruise trips and also integral to the satisfaction of passengers and intention of re-visit port-city. Understandably therefore, their success and performance has been much emphasized by cruise companies, port and city administration authorities in recent years. In this paper, the Analytic Network Process was used to construct the indicators of the operational strategies for cruise tour buses in Keelung Port. Expert questionnaires included industry, government, and academics fields. The results of the study show that the top three indicators include bus service quality, human quality, and revenue management. The research results can be used by stakeholders (e.g. Keelung Port authorities, Keelung City Government, and others) to improve the development strategies of cruise tour buses. The managerial implications and suggestions are also provided."