本研究以2016年皇家加勒比國際郵輪海洋航行者號遊客為研究對象，主要探討遊客的旅遊動機、知覺風險、體驗價值與旅遊效益等變數之因果關係，以信度分析及迴歸分析法進行統計分析。研究結果發現：(1)旅遊動機對知覺風險有顯著影響；(2)旅遊動機對體驗價值有顯著影響(3)知覺風險對旅遊效益有顯著影響；(4)體驗價值對旅遊效益有顯著影響，均得到支持；(5)知覺風險對於旅遊動機與旅遊效益之間存在部分中介效果，(6)體驗價值對於旅遊動機與旅遊效益之間存在部分中介效果。最後依據研究結果，提出後續研究建議以期作為政府或業者在未來推廣郵輪旅遊行銷策略參考。 The purpose of this research is to probe into the correlation among various variables of travel motivation, perceived risk, experiential value and travel benefits, taking the cruise ship tour consumers of Royal carribean's Voyager of the seas as the subject. The tools used for data analysis are reliability analysis and regression analysis. The results of this research are as following: 1.Travel motivation has much influence on perceived risk; 2.Travel motivation has much influence on experiential value; 3.Perceived risk has much influence on travel benefits; 4.Experiential value has much influence on travel benefits; 5.The relationship between travel motivation and travel benefits is partially mediated by perceived risk; 6.The relationship between travel motivation and travel benefits is partially mediated by experiential value. All the 6 results above agree with the original hypothesis. This paper ended up with conclusions and suggestions based on the result of the study can be used as the marketing strategy reference for government and tourism in promoting cruise ship tour.
