年輕旅客郵輪旅遊知覺風險之研究

郵輪旅遊愈來愈受到年輕旅客的歡迎，為了提高他們的參與意願，郵輪業者必須了解影響年輕旅客搭乘郵輪旅遊意願的因素。知覺風險被視為影響消費者購買意願的因素之一，但鮮少有研究探討從知覺風險的角度來看待郵輪旅遊。因此，本研究從年輕旅客的觀點，探討郵輪旅遊的知覺風險。研究結果顯示，年輕旅客認為遊輪旅遊風險包括旅遊行程瑕疵的問題、船舶航行安全、船上健康問題、恐攻戰爭局勢和突發緊急事件等五個方面。此外，研究還發現，旅客的性別、居住地和旅遊經驗對風險的知覺有顯著的差異。本研究結果有助於了解年輕旅客對郵輪旅遊的知覺風險，並為郵輪旅遊的知覺風險提供了一個全面的概念框架，彌補了現有的知識差距。

Cruise tourism is currently a very popular form of travel, and the number of young passengers is increasing. To enhance the willingness of young passengers to participate in cruise tourism, cruise operators must understand the factors that affect their willingness to travel by cruise. Perceived risk has been identified as one of the factors that affect consumer purchase intention, but there have been few studies that explore cruise tourism from the perspective of perceived risk. Therefore, this study mainly investigates the perceived risks of cruise tourism from the perspective of young passengers. The results of the study show that the types of perceived risks of cruise tourism among young passengers mainly include itinerary defects, ship safety, onboard health issues, fear of terrorist attacks or war situations, and emergencies. In addition, through an analysis of mean differences, the study found significant differences in perceived risk among different genders, places of residence, and travel experiences. The results of this study not only help to understand the perceived risks of young passengers towards cruise tourism, but also provide a comprehensive conceptual framework for the perceived risks of cruise tourism and fill the knowledge gap that has not been explored in existing cruise tourism literature.