台灣四面環海，海洋休閒觀光資源相當豐富，而海洋休閒觀光範圍包含在海洋及周邊水陸區域，當中郵輪旅遊在近十年內快速發展最為引人注目，郵輪旅遊業雖是20世紀才興起的產業，成長卻著實驚人之快速。近年來，民眾更嚮往輕鬆自主的旅遊方式，同時對於度假體驗抱持著更高的期待，搭乘郵輪旅行因而逐漸成為臺灣旅客休閒方式的選項之一。 本研究以計畫行為理論為基礎，探討遊客對郵輪旅遊的態度、主觀規範、知覺行為控制如何影響旅客對郵輪旅遊的行為意圖。本研究採用便利抽樣問卷調查法，有效回收問卷為306 份。利用SPSS相關分析與迴歸分析，針對遊客對郵輪旅遊的態度、主觀規範、知覺行為控制與參與郵輪旅遊意圖之關係進行研究。 本研究發現：一、旅客對郵輪旅遊的態度與郵輪旅遊意圖有正向影響。二、旅客對郵輪旅遊的主觀規範與郵輪旅遊意圖有正向影響。三、旅客對郵輪旅遊的知覺行為控制與郵輪旅遊意圖有正向影響。 Taiwan is surrounded by seas and has abundant ocean and coastal tourism resources. The regions of Taiwan’s marine industry are huge and cover both the land and the sea. One of the most remarkable developments in her marine industry is cruise tourism which grows rapidly and dramatically in recent decades even though it has just emerged from the twentieth century. In lately years, because people in Taiwan have higher and higher expectations on recreations and are looking for a laid-back and fuss-free vacation, cruising has become more popular and one of the top options for Taiwanese tourists. My study is based on the theory of planned behavior and trying to investigate how visitors’ intentions on cruising are affected by attitude, subjective norm and perceived behavioral. This research, adopts purposive sampling, has collected 306 valid questionnaires. SPSS Relative Analysis and Regression Analysis are also applied in this study to explore the relationships among attitudes, subjective norms, and perceived behavior control.The findings of this study are:1. Tourists’ attitude have positive effects on their intentions towards cruise tour.2. Tourists’ subjective norm have positive effects on their intentions towards cruise tour.3. Tourists’ perceived behavioral have positive effects on their intentions towards cruise tour.
