2020年新冠疫情引發的全球公共衛生危機，歷經三年世界各國的努力疫情已 逐漸趨緩，也讓台灣郵輪旅遊業看到後疫情的產業復甦曙光。本研究結合健康危 機管理和行銷策略理論，包括社會交換理論、顧客價值知覺和信任知覺理論，提 出一個整合性理論模型，以檢驗業者的關係鏈結策略是否足以改善後疫情時代台 灣旅客參加郵輪旅遊的意願。通過線上便利抽樣我們蒐集到217位臺灣⺠眾的有 效數據。研究結果顯示，僅有品質與財務管理兩策略有助於提升台灣消費者的郵 輪旅遊服務知覺價值，並間接影響疫情後搭乘郵輪旅行的意願。此外，知覺價值 亦可透過對郵輪業者的管理能力信任直接和間接影響客戶選擇郵輪旅行的意願。 本研究擴展了當前有關郵輪產業疫情後復甦的文獻，並通過疫情衝擊旅客的健康 和心理問題關注，為郵輪產業疫情後行銷策略和管理制定提供可行建議。 The global public health crisis triggered by the COVID-19 pandemic in 2020. The pandemic has gradually been overcome after three years of efforts by countries around the world. Cruise tourism industry has also seen the dawn of recovery after the COVID- 19. Combinning social exchange theory, customers’ perceived value theory, and trust theory, a theoretical model is proposed. Survey data (n=217) are then collected through an online survey that is conducted on Taiwanese tourists. The finding shows that quality management and financial strategies contribute to customers’ perceived value of cruise service. In addition, perceived value directly and indirectly influences customers’ intention to use cruise service through perceived trust in cruise company’s pandemic management capability. This study expands the current literature on cruise crisis recovery and provides recommendations for policy and strategy formulation for the cruise industry.
