本研究以台灣本島與離島地區發展區域性郵輪旅遊爲假設前提，以搭乘飛機作爲競爭之選擇方案，探討影響民眾對於郵輪旅遊具有偏好選擇的重要變數，藉以瞭解其潛在消費者特性與其重視之相關服務屬性因素。本研究針對台灣本島20歲以上、從事旅遊活動之民眾進行問卷調查，獲得有效樣本346份。應用調查資料，建立個體對郵輪旅遊之偏好選擇模式，並以序列普羅比模式與二元羅吉特模式進行校估。研究結果顯示：估計參數其符號與預期相符並具有統計顯著性；郵輪具有之舒適便捷與社交利益對受訪者偏好選擇具有正面的重要影響性。然而在不同模式之中，受訪者對郵輪的了解程度與其社經變數對偏好選擇之影響性顯著程度不一。摒除經濟因素考量，約有40%受訪者傾向選擇郵輪旅遊。後續研究將以此研究結果作爲基礎，納入價格與旅行時間變數，對市場進行較爲深入之評估。

In this study, the cruise ship was introduced as an alternative virtual tour mode, which was a competitive one with airplane, between Taiwan and its minor islands. The research objective was to explore the influential factors of individuals' preferences (or choices) on cruise vacation. A survey was conducted to collect the associated data. The sample consisted of 346 respondents. The ordered probit model and binary logit model were used to determine individuals' preferences on tour modes and to estimate the parameters. The results indicaded that the respondents who perceived the comfort and convenience as well as the social benefits provided by cruise were more likely to take the ship. However, the degree of understanding about cruise and the socioeconomic variables had the different effects on their preferences on tour modes. Without concern of the price, nearly 40% of the respondents would join the cruise voyage if the services were supplied. Though the interesting findings were obtained from this pilot study, some significant variables, such as price and travel time, will be included into the future research for the in-depth evaluation of the cruise market in Taiwan region.