郵輪業(yè)中英文對(duì)照外文翻譯文獻(xiàn)

郵輪業(yè)中英文對(duì)照外文翻譯文獻(xiàn)郵輪業(yè)中英文對(duì)照外文翻譯文獻(xiàn)(文檔含英文原文和中文翻譯)ExploringAsianCruiseTravelers’TravelExperienceandPerception

ABSTRACTThisstudyaimstoexploreAsiancruisetravelers’cruiseexperienceanditsmultidimensionalperceptionofcruisingaswellastheeffectoftravelers’perceptiononsatisfactionandbehavioralintention.InordertomeasureAsiantravelers’multidimensionalperceptions,surveyitemswereadaptedfromSERVQUALandSERV-PERVAL.Exploratoryfactoranalysiswasperformedfirsttoidentifytravelers’multidimensionalperceptionsontravelexperience.Subsequently,amultipleregressionwasconductedsothatresearchersexaminehowthetourist’perceptionsaffecttravelers’satisfactionandbehavioralintention.StatisticalresultsshowedthatAsiancruisetravelershavetwodimensionalperceptionsandeachperceptioncanbenamedas“perceivedquality”and“perceivedvalue”.Theperceivedqualityhasfourcomponents.Theyare“Facility”,“F&B”,“Entertainment”,and“Staff”,andtheperceivedvalueconsistsofthreecomponentsincluding“Emotionalresponse”,“Perceivedprice”,and“Behavioralpriceandreputation”.Accordingtothestatisticalresults,travelers’perceptionsoncruiseexperiencingaffecttravelsatisfactionandtravelers’behavioralintention.

Keywords:Asiancruisetourists,Cruisingexperience,Perceptiondimensionality,

Perceivedquality,Perceivedvalue

INTRODUCTIONThecruiseindustryhasbeenexperiencingdramaticgrowthintheinternationaltourismsector.AccordingtotheCruiseLineInternationalAssociation(CLIA),itsaveragegrowthrateisover8%ayearandthenumberofcruisepassengerswas14millionin2005,whichwastentimesmorethanthatin1980(Dwyer&Forsyth,1998;Kwag&Lee,2009).Withdramaticgrowthofthecruiseindustry,themarketenvironmentisgettingcompetitiveandappearstobesaturatedbecauseofovercapacity(DelaVina&Ford,2001;Kwortnik,2006).Thisisbecausemostofthe

cruisemarketisbaseduponNorthAmericaandtheregionalmarketshareaccountsfor85%ofthetotalcruisemarket.Astrategicefforttooccupythecompetitivecruisemarketcanberepresentedinthenumberofnewlylaunchedcruiseshipsbecauseaqualitystateroom,upscalecruisefacilities,andstableroomsupplyareessentialforsuccessfulbusinessinthecruisetravelmarket,andthesesuccessfactorscanbeachievedbylaunchingnewcruisevessel.Forinstance,majorcruiselinershavelaunchedabout100newcruiseshipsfrom1996to2004,tryingtoattractpotentialcustomers,occupyingagrowingmarketshareanddevelopingnewmarketsegments

(Lobo,2008).Recently,theAsiancruisemarkethasbeenhighlightedasanewemergingmarketinthecruiseindustry.Currently,theAsiancruisemarkethas5%oftotalcruisemarketshare,buttheAsiancruisemarkethasgreatpotentialasanewlocomotivetosustainthecruiseindustrybecauseariseinnationalincomeinAsiancountriescancauseadramaticincreaseofAsiancruisetravelers.InEastAsia,HongKongisamajorhubforaninternationalflightandinternationalcruiseliners.ThecityisattractinganumberofwesterncruisetravelerstoAsiacruisetravel,andHongKongisalsoabaseformainlandChinesecruisetravelers.ThenumberofthecruisetravelersfromHongKongalone459,000in2007,whichismorethandoublethanfrom201,000in2005(Stanley,2008).However,theAsianmarkethasbeenstillunderdeveloped,andthemarketneedsmoreinvestmentandmarketingresearchontheAsianmarket(Kwag&Lee,2009).

LITERATUREREVIEWThetourismindustryisservicebasedindustry,andthecruisetravelandcruiseshipitselfcanbeviewedasafloatingresortandtourismdestination.Therefore,servicequalityissueisoneofmostimportanttopicsforcruisemarketersbecauseagoodservicequalityandconsumer’ssatisfactioncanguaranteebusinesssurvivalatleastintheserviceindustry.Consequently,thehospitalityandtourismindustryhavefocusedonservicequalityimprovementandcustomers’satisfaction.ServicequalityAgreatdealofservice-qualitystudieshavebeendoneinlastthreedecades,andmostoftopicshavebeencenteraroundefficientandaccuratemeasurementofservicequality(Ladhari,2008;MartínezCaro&MartínezGarcía,2008).Thisisbecausemeasuringaservicequalityisastartingpointtoresearchconsumersandconsumers’perceptiononserviceexperience.Intheserviceindustrycontext,servicequalitycanbeviewedasperceivedservicequalityanditcanbedefinedas“theconsumer’sjudgmentaboutanentity’soverallexcellenceorsuperiority”(Parasuraman,Zeithaml,&Berry,1988).Developedmeasurementinstrumentsaremainlybasedonidentifiedconsumers’perceptiononconsumptionexperience.Forexample,Parasuramanetal.(1988)conductedthemostinfluentialstudiesonservicequality,whichwasdevelopingtheSERVQUALinstrument.TheSERVQUALinstrumenthadhadtenperceiveddimension,butParasuramanetal.refinedSERVQUALmeasurementitems,achievingfivedimensionsofperceivedsurveyquality.Thedimensionswerelabeledas“Tangibles”,“Reliability”,“Responsiveness”,“Assurance”,and“Empathy”.Theinstrumenthasbecomeafoundationofservicequalitymeasurementinstrumentsinvariousindustrysetting.Oneofdistinctfeaturesisthattheinstrumentcomparesbetweenconsumers’expectationandrealizedperformanceofspecificservice.However,thisapproachhasbeenchallengedbysomealternativemeasurementapproaches.ServicequalityinthehospitalityandtourismindustryInthehospitalityandtourismindustry,theperceptionofservicequalityhasbeenwidelyresearchedandfocusedbecauseitisimperativeformarketerstoknowhowconsumersfeelaboutservicelevelinthehospitalityandtourismindustry.Inordertomeasureconsumers’satisfactionandaperceivedservicequality,theSERVQUALinstrumenthasbeenintroducedandmodifiedinspecificindustrysetting(Badri,Abdulla,&Al-Madani,2005;Engelland,Workman,&Singh,2000;Frochot&Hughes,2000;Khan,2003;Knutson,Stevens,Wullaert,Patton,&Yokoyama,1991;Raajpoot,2002;Stevens,Knutson,&Patton,1995;Tkaczynski&Stokes,2010).For

example,Knustonetal.(1991)tailoredtheSERVQUALintothelodgingindustryandgeneratedLODGSERVinstrumentinordertomeasureconsumers’expectationforservicequalityinthelodgingindustry.Khan(2003)examinedecotourists’theservicequalityexpectationbyusingmodifiedtheSERVQUALinstrument,namedasECOSERV.Itwasfoundthattouristshaveuniqueadimensioninservicequalityexpectationateachtourismindustrysetting.Stevensetal.(1995)andRaajpoot(2002)triedtomeasureconsumers’servicequalityinthelodgingindustrysettingbymodifyingtheSERVQUALinstrument.Theygeneratedmodifiedversionsoftheinstrument.DINESERV,whichwasgeneratedbyStevensetal.,wasgeneralversionoftheSERVQUALinrestaurantsindustry,andTANGSERV,whichwasproposedbyRaajpoot,wasfocusedonspecifictheSERVQUALdimension,tangiblequality.

METHODOLOGYAquestionnairewasdevelopedbasedonpreviousempiricalstudiesandSERV-PERVALperceivedvaluemeasurementinstrument.Thesurveyinstrumentconsistsofmainlyfourparts,whichareperceivedquality,perceivedvalue,satisfactionlevelandbehavioralintention,anddemographicvariables.ThisresearchextendedtheSERV-PERVALinstrumentbecausetheinstrumenthasjustfourperceivedqualityitemsandtheyaretoogeneraltomeasurecruisetravelers’perceptiononcruiseexperience.Qu(1999)providedcruisetravelattributeitems,whichconsistsoffourdimensionssuchas“Accommodation”,“FoodandBeverage”,

“Entertainment”,“Otherfacility”,and“Staff”.BecausetheattributeitemshaveuniquenessandsimilaritywithSERVQUALinstrumentatthesametime,theattributeitemsweremergedintoSERV-PERVALinstrument.ThesamplewascollectedfromcruisetravelersofaKoreancruiseliner.Theconveniencesamplingwaschosenbecauseoftimeandcostlimitations.Twotrainedinterviewersvisitedamediumsizedcruiseship,thePenstarHoney,anddistributedquestionnaires.Questionnaireswereplacedin200cruiseshipcabins.Afterrespondentscompletedthesurveyvoluntarily,thequestionnaireweregatheredatthereceptiondeskofthecruiseship.Atotalof140questionnaireswerecollectedbetweenMayandJunein2008.Participantsweresampledoneightseparate3-dayand4-dayvoyageswithvariousdestinationssuchastheKoreannationalmarinepark,OsakainJapanandBebu,whichisafamousJapanesespadestination.Thesamplesyielded117usableobservations.Anexploratoryfactoranalysiswasfirstperformedsothatunderlyingdimensionsofeachconstructwererevealed.Basedresultsofexploratoryfactoranalysisoneachconstructlikeperceivedqualityandperceivedvalue,fourperceivedqualitydimensionwereidentifiedandthreeperceivedvaluedimensionswereobtained.Thesesub-dimensionsofperceivedqualityandvaluecomposedoverallperceivedqualityandvalueconstructforcruisetravel.SPSSversion18andSTATA10wereusedtoconductexploratoryfactoranalysisandregressionanalysistoexaminetherelationshipbetweenhypotheticalrelationshipsbetweenconstructs.

RESULTSAccordingtothefactoranalysisresultsinTable1,perceivedqualityhasfourdimensionsincludingcruiseshipfacilities,foodandbeverageservice,entertainment,andcrew’sservice.Perceivedvalueconsistsofthreedimensionssuchasemotionalresponse,perceivedprice,andbehavioralpriceandreputation.Eachconstructhassubdimensions,whichmeansthatcruisetouristsrecognizetheircruisingexperiencebasedonfourdimensionslikefacilities,foodandbeverage,entertainment,andstaffaswellasthetouristsvaluetheirexperiencebytwoconstructsperceivedqualityandperceivedvalue.

Table1

ExploratoryFactorAnalysisResultsforPerceivedQualityoftheCruiseExperience

Sub-dimensionsoftwoconstructsaremeasuredbymultiplesurveyitems.Exploratoryfactoranalysisprovidesconstructreliabilityfordeterminingwhethersurveyitemsaresuitableformeasuringthesubdimensionsandconstructs.Itemswithfactorsloadingarelessthan.5wereeliminatedtorefinesurveymeasurementitems.Meanvalueofeachsurveyitemsrepresentcruisetourismservicequalityindex,andmostofthemeansrecordedhigherthan5,indicatinghighqualityofcruiseserviceexperience.Resultscanshowthatcruisetouristsaremorelikelytohavepositivecognitiveimageoncruiseexperienceandcruiseshipbrand.InTable2,itwasshowedthatperceivedvalueconstructhasthreedimensionsincludingemotionalresponse,perceivedprice,andbehavioralpriceandreputation.Petrick(2004)suggestedthattheperceivedvalueconstructhasfivedimenstions,whichincludedperceivedqualityasapartoftheconstruct.However,inthisstudy,researchersspecifiedperceivedqualityasindependentpartoftheconstructwhentheperceivedqualitywasmeasuredbecauseasurveyinstrumentwasdevelopedtomeasureservicequalitymorespecificallythanoriginalSERVPERVALinstrument.CONCLUSIONThisstudyaimstoexploreAsiancruisetravelers’cruiseexperienceanditsmultidimensionalperceptionsofcruisingexperienceaswellastheeffectoftravelers’perceptionsonsatisfactionandbehavioralintention.InordertomeasureAsiantravelers’multidimensionalperceptions,surveyitemswereadaptedfrompreviousempiricalstudy,theSERVQUALinstrumentsandtheSERV-PERVALinstrumentitem.Anon-boardsurveywasconductedoneightseparate4-daysvoyagesoftheFarEastAsiain2008.Exploratoryfactoranalysiswasperformedfirsttoidentifytravelers’multidimensionalperceptionsontravelexperienceandservicequalityincruisetravle.

Subsequently,aregressionanalysiswasconductedsothatresearchersexaminehowthetravelers’perceptionofcruisetravelexperienceaffectstourists’satisfactionandbehavioralintention.對(duì)旅游者旅游體驗(yàn)感知的探索——以亞洲郵輪游客為例摘要本研究旨在探討亞洲郵輪旅客旅游體驗(yàn)的的多維度感知，以及游客的滿意度和行為意向?qū)Ω兄纬傻挠绊?。為了衡量亞洲郵輪游客的多維感知，調(diào)查項(xiàng)目被SERVQUAL和SERV-PERVAL所收入。本文首先對(duì)游客旅游體驗(yàn)的多維感知進(jìn)行探索性因子分析。隨后，研究人員進(jìn)行了多元回歸的研究，了解游客感知是怎樣影響游客的滿意度和行為意向。統(tǒng)計(jì)結(jié)果表明，亞洲郵輪旅客的旅游體驗(yàn)分為二維感知，即看法和感悟，分別可以命名為“感知質(zhì)量”和“感知價(jià)值”。感知質(zhì)量有四個(gè)組成部分，它們分別是“基金”，“F＆B”，“娛樂”和“工作人員”；而感知價(jià)值由三部分組成，包括“情緒反應(yīng)”，“價(jià)格感知”和“行為的價(jià)格和信譽(yù)”。根據(jù)統(tǒng)計(jì)結(jié)果，游客旅游體驗(yàn)感知確實(shí)影響著旅游的滿意度和旅客的行為意向。緒論郵輪業(yè)在國際旅游產(chǎn)業(yè)中發(fā)展勢(shì)頭迅猛。據(jù)郵輪國際協(xié)會(huì)（CLIA）稱，其平均增長率較去年增長8％，郵輪乘客人數(shù)達(dá)到14萬，較2005年增長了十倍以上（德懷爾，福賽斯，1998；Kwag，李，2009）。隨著郵輪業(yè)的急劇增長，市場(chǎng)環(huán)境變得越來越有競(jìng)爭(zhēng)力，并出現(xiàn)了產(chǎn)能過剩的飽和狀態(tài)（德拉維娜，福特，2001；Kwortnik，2006）。這是因?yàn)榇蠖鄶?shù)的郵輪市場(chǎng)來自北美地區(qū)，其市場(chǎng)份額占總郵輪市場(chǎng)的85％。當(dāng)下戰(zhàn)略性搶占郵輪市場(chǎng)常常用新推出的游輪數(shù)量來表示。優(yōu)質(zhì)的客艙，高檔游船設(shè)施，穩(wěn)定的房間供應(yīng)決定了郵輪旅游市場(chǎng)成功與否，而這些因素均可通過推出新的游輪來實(shí)現(xiàn)。舉例來說，目前主要的郵輪企業(yè)在1996至2004年間推出了約100個(gè)??新的游輪，試圖吸引潛在客戶，占領(lǐng)市場(chǎng)份額，并努力開發(fā)新的細(xì)分市場(chǎng)（路寶，2008）。亞洲郵輪市場(chǎng)凸顯成為郵輪業(yè)的一個(gè)新興市場(chǎng)。目前，雖然亞洲郵輪市場(chǎng)只占總郵輪市場(chǎng)份額的5％，但亞洲郵輪市場(chǎng)具有很大的潛力，其作為火車頭，可以繼續(xù)穩(wěn)定促進(jìn)郵輪業(yè)的發(fā)展，亞洲國家國民收入的增加會(huì)直接導(dǎo)致亞洲郵輪旅客的急劇增加。比如在東亞，香港是國際航班、國際郵輪的主要樞紐，這個(gè)城市吸引了許多西方郵輪游客到亞洲進(jìn)行郵輪旅游，同時(shí)香港也為中國內(nèi)地郵輪游客提供了設(shè)施基礎(chǔ)。2007年香港的郵輪旅客達(dá)到459000人次，較2005年的201000人次增長了兩倍多。然而，亞洲市場(chǎng)還處于很不發(fā)達(dá)的階段，因此需要根據(jù)市場(chǎng)需求，在亞洲市場(chǎng)進(jìn)行更多的投資和市場(chǎng)研究。文獻(xiàn)綜述旅游業(yè)屬于服務(wù)業(yè)的一種，郵輪旅游和郵輪本身可以被看作是一個(gè)浮動(dòng)的度假和旅游目的地。因此，服務(wù)質(zhì)量問題是郵輪營銷最重要的議題之一，因?yàn)樘峁┝己玫姆?wù)質(zhì)量，提升消費(fèi)者的滿意度才可以保證企業(yè)在服務(wù)行業(yè)中立于不敗之地。因此，酒店及旅游業(yè)都需要集中提高服務(wù)質(zhì)量和客戶感知即滿意度。服務(wù)質(zhì)量對(duì)于服務(wù)質(zhì)量這一議題，在過去三十年里已經(jīng)有大量的研究和著述，大部分的話題圍繞服務(wù)質(zhì)量的有效和準(zhǔn)確計(jì)量（Ladhari，2008年，馬丁內(nèi)斯和卡洛·加西亞·馬丁內(nèi)斯，2008）。這是因?yàn)閷?duì)服務(wù)質(zhì)量的測(cè)量是研究消費(fèi)者和消費(fèi)者對(duì)服務(wù)體驗(yàn)感知的起點(diǎn)。在服務(wù)行業(yè)方面，服務(wù)質(zhì)量可以被看作是顧客感知質(zhì)量，它可以被定義為（巴拉蘇羅，曼爾，莓果，1988）：消費(fèi)者關(guān)于實(shí)體的整體卓越程度和對(duì)優(yōu)勢(shì)的判斷。根據(jù)消費(fèi)者對(duì)消費(fèi)的體驗(yàn)感知，還可以開發(fā)測(cè)量儀器。例如，巴拉蘇羅（1988）基于SERVQUAL工具，進(jìn)行了對(duì)服務(wù)質(zhì)量最有影響力的研究，該儀器SERVQUAL已經(jīng)具有十個(gè)感知層面，巴拉蘇羅基于SERVQUAL測(cè)量項(xiàng)目，實(shí)現(xiàn)了感知調(diào)查的五個(gè)方面，分別將其標(biāo)記為“有形”，“可靠性”，“響應(yīng)”，“保證”，和“同情”。該儀器已成為各個(gè)行業(yè)分析研究服務(wù)質(zhì)量測(cè)量的工具。其中一個(gè)明顯的創(chuàng)新之處是：對(duì)消費(fèi)者的期望和特定服務(wù)的實(shí)現(xiàn)性進(jìn)行了比較。但是目前這種比較也遭到了一些新型測(cè)量方法的挑戰(zhàn)。酒店和旅游行業(yè)服務(wù)質(zhì)量目前酒店和旅游行業(yè)的服務(wù)質(zhì)量感知得到了廣泛的關(guān)注和研究，當(dāng)務(wù)之急是了解消費(fèi)者如何看待酒店以及旅游行業(yè)的服務(wù)水平。為了衡量消費(fèi)者滿意度和感知服務(wù)質(zhì)量，SERVQUAL儀器應(yīng)運(yùn)而生，并在特定行業(yè)進(jìn)行設(shè)定和修改（巴德里，阿卜杜拉和阿爾，2005；Engelland；Tkaczynski，斯托克斯，2010）。例如，Knuston（1991年）基于住宿行業(yè)量身定制了SERVQUAL，以衡量消費(fèi)者對(duì)住宿業(yè)服務(wù)質(zhì)量和期望，得到LODGSERV儀器。汗（2003）通過修改儀表SERVQUAL，得到ECOSERV考察儀器，以測(cè)試生態(tài)旅游