| Summary: | 碩士 === 靜宜大學 === 觀光事業學系 === 108 === Cruise tourism has gradually stabilized its position in the tourism industry in today's tourism trends. Not only the ship's function has increased, but also the ship's facilities have increased significantly. In addition, the complementary of onshore tourism has made cruise tourism not like the luxury, high-consumption customers in the past, but from high-end consumption to the middle class, and finally to the mass. The modern cruise development model can be described as a " floating hotel." In addition to the basic needs of accommodation, meals, transportation, etc., the cruise tour combines sightseeing, shopping, gambling, onshore activities, etc., and the content of the tour is brilliant.
According to a report released by CLIA in 2018, cruise passengers have grown steadily since 2009, while the growth rate of Asia in 2016-2017 is 18.48%, which means that the focus of cruise tourism has gradually shifted to Asia. How the cruise company will re-create the peak of the cruise period in Europe and the United States and how the cruise industry in Asia will gain an advantage during the growth and expansion period will be explored in this study. In addition, according to past studies, creative tourism and creative experiences have been proposed. Therefore, this study and hypothesis will make it easier for attracting consumers when cruise tourism provides creative itinerary.
According to the research results, the cruise creative itinerary should include food culture experience, life education experience, natural ecological experience, and fashion experience. In addition, the research model proves that the cruise creative itinerary has a positive and significant influence on the memorable travel experience, which means that when the cruise provides a creative itinerary, the more likely the consumer is to leave an memorable travel experience.
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