| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 99 === In recent years, due to the rapid economic growth, increase of National Income, changes of lifestyle as well as the new working policy, two days leave inquire of a week, released on 2001, so that people in Republic of China (Taiwan) have reduced working time and engaged more time in travel and leisure activities, moreover drawn more attention of life quality and entertainment.
Kaohsiung city, Taiwan, after seven years of transformation from 1999's concept of "Maritime Capital" to 2006's image of the theme "Flower Waterfront City", has been doing more efforts to develop feelings of love and respect for the local characteristics. And makes good use of the water resources opening five pleasure boat routes in Kaohsiung Harbor and Love River, but the service contents on the pleasure boats such as entertainment or dining still have much space for improvement compared to those products on similar overseas cruise. Therefore the service quality promotion is one of the most important topics for Kaohsiung city to develop tourism cruise. The purpose of this study is to know about the service quality of Kaohsiung tourism cruise, the relationship between visitor’s satisfaction and the behavioral intention then to get to know more about current cruise operating performance for being a reference to managers.
This study uses questionnaire survey method to investigate the passengers of Kaohsiung harbor tourism cruise. The total sampling numbers are 459, and the effective samples collected are 451 in return. The effective sampling rate has reached 98.25%. Further analyses have been used, such as factor analysis, multiple regression analysis and analysis of variance (ANOVA) to verify the assumption based on the collected data. The result of this study has demonstrated the following:
1. Different personal backgrounds have made significant differences towards service quality.
2. Different personal backgrounds have made significant differences towards satisfaction.
3. Different personal backgrounds have made significant differences towards behavior intention.
4. The tourism cruise service quality has a significant influence on the passenger’s satisfaction.
5. The passenger’s satisfaction has a significant influence on the behavior intention.
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