邮轮游客船上满意度测评的指标体系与实证研究  

Onboard Attributes/Criteria of Cruise Ships and Cruisers′Satisfaction Evaluation

作　　者：孙晓东[1] 倪荣鑫 

机构地区：[1]华东师范大学工商管理学院,上海200241

出　　处：《统计与信息论坛》2017年第10期116-122,共7页Journal of Statistics and Information

基　　金：国家自然科学基金面上项目<邮轮航线规划的影响因素;资源配置与优化策略研究>(71572057);国家自然科学基金青年项目<邮轮港口的腹地划分;竞争力评价与空间协同研究:理论模型与中国实证>(71202134);上海市浦江人才计划<邮轮航线规划的指标体系;满意度测评与优化策略研究>(17PJC033);国家旅游局旅游业青年专家培养计划(TYETP201522)

摘　　要：立足邮轮游客感知,基于文献分析、专家访谈、领队调研和问卷调查等方法,首先构建了邮轮船上服务与设施配备满意度的指标体系,其次以上海母港出发的国际邮轮为调查对象,对国内游客的满意度进行了综合测评,进而识别出了船上指标的期望满意差距,并据此提出相应的改进建议。研究发现,邮轮上的网络服务、洗衣服务、船上购物、教育/学习/培训课程、食品(中餐)、康体会所、图书馆、美容沙龙、商务/会议中心、游戏/比赛、酒吧和乘客交流/互动等指标与游客的期望满意差距较大,应重点关注。研究结果既可以为国际邮轮的满意度测评提供依据,又对我国本土邮轮公司运营具有一定的指导意义。The cruise industry has become one of the most rapidly developing segments in the entire tourism market.On a global basis,although the cruising sector is overwhelmed by North America and Europe,the Asia Pacific region has reported exciting growth rates in recent years.As the core component of the Asian source market,China is undergoing rapid growing rate in terms of number of cruisers.For an emerging cruise market,it＇s critical to continuously attract new and existing customers to cruise by enhancing the recognition and satisfaction of Chinese tourists.The purpose of this article is to evaluate onboard satisfaction of cruisers through an empirical study on an international cruise ship departing from Shanghai Wusongkou cruise port.Firstly,we use literature review and brainstorming sessions to identify an index system about onboard attributes of cruise ships.Then,aquestionnaire is developed and distributed to cruisers embarking on Shanghai.Based on collected data,we explore differences of cruise satisfaction between cruiser groups in terms of demographics,and use a multiple criteria decision making method to evaluate and identify the gaps between each criteria and relevant expected level.Finally,we propose managerial implications for cruise lines to adjust cruise ship amenities and services.

关 键 词：邮轮 邮轮旅游 船上属性 指标体系 游客满意 测评 

分 类 号：F59[经济管理—旅游管理]