邮轮业中英文对照外文翻译文献

邮轮业中英文对照外文翻译文献邮轮业中英文对照外文翻译文献(文档含英文原文和中文翻译)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.对旅游者旅游体验感知的探索——以亚洲邮轮游客为例摘要本研究旨在探讨亚洲邮轮旅客旅游体验的的多维度感知，以及游客的满意度和行为意向对感知形成的影响。为了衡量亚洲邮轮游客的多维感知，调查项目被SERVQUAL和SERV-PERVAL所收入。本文首先对游客旅游体验的多维感知进行探索性因子分析。随后，研究人员进行了多元回归的研究，了解游客感知是怎样影响游客的满意度和行为意向。统计结果表明，亚洲邮轮旅客的旅游体验分为二维感知，即看法和感悟，分别可以命名为“感知质量”和“感知价值”。感知质量有四个组成部分，它们分别是“基金”，“F＆B”，“娱乐”和“工作人员”；而感知价值由三部分组成，包括“情绪反应”，“价格感知”和“行为的价格和信誉”。根据统计结果，游客旅游体验感知确实影响着旅游的满意度和旅客的行为意向。绪论邮轮业在国际旅游产业中发展势头迅猛。据邮轮国际协会（CLIA）称，其平均增长率较去年增长8％，邮轮乘客人数达到14万，较2005年增长了十倍以上（德怀尔，福赛斯，1998；Kwag，李，2009）。随着邮轮业的急剧增长，市场环境变得越来越有竞争力，并出现了产能过剩的饱和状态（德拉维娜，福特，2001；Kwortnik，2006）。这是因为大多数的邮轮市场来自北美地区，其市场份额占总邮轮市场的85％。当下战略性抢占邮轮市场常常用新推出的游轮数量来表示。优质的客舱，高档游船设施，稳定的房间供应决定了邮轮旅游市场成功与否，而这些因素均可通过推出新的游轮来实现。举例来说，目前主要的邮轮企业在1996至2004年间推出了约100个​​新的游轮，试图吸引潜在客户，占领市场份额，并努力开发新的细分市场（路宝，2008）。亚洲邮轮市场凸显成为邮轮业的一个新兴市场。目前，虽然亚洲邮轮市场只占总邮轮市场份额的5％，但亚洲邮轮市场具有很大的潜力，其作为火车头，可以继续稳定促进邮轮业的发展，亚洲国家国民收入的增加会直接导致亚洲邮轮旅客的急剧增加。比如在东亚，香港是国际航班、国际邮轮的主要枢纽，这个城市吸引了许多西方邮轮游客到亚洲进行邮轮旅游，同时香港也为中国内地邮轮游客提供了设施基础。2007年香港的邮轮旅客达到459000人次，较2005年的201000人次增长了两倍多。然而，亚洲市场还处于很不发达的阶段，因此需要根据市场需求，在亚洲市场进行更多的投资和市场研究。文献综述旅游业属于服务业的一种，邮轮旅游和邮轮本身可以被看作是一个浮动的度假和旅游目的地。因此，服务质量问题是邮轮营销最重要的议题之一，因为提供良好的服务质量，提升消费者的满意度才可以保证企业在服务行业中立于不败之地。因此，酒店及旅游业都需要集中提高服务质量和客户感知即满意度。服务质量对于服务质量这一议题，在过去三十年里已经有大量的研究和著述，大部分的话题围绕服务质量的有效和准确计量（Ladhari，2008年，马丁内斯和卡洛·加西亚·马丁内斯，2008）。这是因为对服务质量的测量是研究消费者和消费者对服务体验感知的起点。在服务行业方面，服务质量可以被看作是顾客感知质量，它可以被定义为（巴拉苏罗，曼尔，莓果，1988）：消费者关于实体的整体卓越程度和对优势的判断。根据消费者对消费的体验感知，还可以开发测量仪器。例如，巴拉苏罗（1988）基于SERVQUAL工具，进行了对服务质量最有影响力的研究，该仪器SERVQUAL已经具有十个感知层面，巴拉苏罗基于SERVQUAL测量项目，实现了感知调查的五个方面，分别将其标记为“有形”，“可靠性”，“响应”，“保证”，和“同情”。该仪器已成为各个行业分析研究服务质量测量的工具。其中一个明显的创新之处是：对消费者的期望和特定服务的实现性进行了比较。但是目前这种比较也遭到了一些新型测量方法的挑战。酒店和旅游行业服务质量目前酒店和旅游行业的服务质量感知得到了广泛的关注和研究，当务之急是了解消费者如何看待酒店以及旅游行业的服务水平。为了衡量消费者满意度和感知服务质量，SERVQUAL仪器应运而生，并在特定行业进行设定和修改（巴德里，阿卜杜拉和阿尔，2005；Engelland；Tkaczynski，斯托克斯，2010）。例如，Knuston（1991年）基于住宿行业量身定制了SERVQUAL，以衡量消费者对住宿业服务质量和期望，得到LODGSERV仪器。汗（2003）通过修改仪表SERVQUAL，得到ECOSERV考察仪器，以测试生态旅游