碩士 / 國立交通大學 / 管理學院運輸物流學程 / 105 / The global cruise market has been growing over the years and the rapid development of cruise market in Asia have made the number of passengers rise rapidly at Keelung Port in recent years. This study is oriented to investigate the needs of travelers by using conjoint analysis to find various combinations of shore excursion, preference analysis and marketing strategies of international cruise passengers at Keelung Port.
This study divides the target customers into 3 groups to make the market segmentation, including Chinese cruise passengers, Japanese cruise passengers and the American and European cruise passengers. Questionnaires were collected from the international cruises’ passengers at Keelung Port. These questionnaires were developed to explore the differences of standard consumer preferences and to understand the “Part-worth” from passengers that travelled from different countries. Finally, marketing strategies could be implemented or adapted based on the analysis results. This study highlights the top 5 outcomes of purchase intention of the trip portfolio for cruise passengers and provides suggestions and references for further research on the development of international cruise on shore excursion to relevant units.
| Identifer | oai:union.ndltd.org:TW/105NCTU5725003 |
| Date | January 2016 |
| Creators | Juo,Chih-Shian, 卓志軒 |
| Contributors | Feng,Cheng-Min, Yuan ,Chien-Yun, 馮正民, 袁劍雲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 148 |
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