郵輪為水陸交通與貿易工具，隨著時代的演進使得郵輪多重功能重要性與日 俱增。以往輪船偏向著重工業功能、商務功能與國防功能，近年來民眾對於輪船 的期望新增了旅遊功能。在觀光業蓬勃發展的同時，藉由加強郵輪旅遊的多樣化 與國際化，亦可促進郵輪停靠的沿岸觀光經濟發展，進而提升整體觀光業的升級。 在觀光業逐漸追求高品質服務的同時，郵輪業也應與時俱進逐步加強觀光與休閒 功能的提升。本研究從馬斯洛需求理論角度出發，以凸顯郵輪旅遊動機因素內涵 的重要。本研究首先透過文獻的探討歸納出與郵輪旅遊動機因素內涵相關的構面， 再透過層級分析法決定構面的重要順序，詴圖以民眾角度探討郵輪扮演觀光與休 閒角色時之動機內涵。本研究一般民眾為研究對象，共收得有效樣本84 份，根 據研究結果歸納出郵輪旅遊動機因素的內涵，由八大需求共24 個指標所組成， 並針對歸納出之郵輪旅遊動機因素內涵24 個指標重要順序加以討論，另外探討 性別在郵輪旅遊動機因素內涵知覺上之差異，最後提出相關理論與實務之建議。

Cruises were transport and trade functions; however, with the evolution of the times, the multiple functions of cruises are getting more and more important. In the past, cruises tended to play the role of industrial and business functions, as well as national defense capabilities, nevertheless, people's add more expectations for cruises nowadays that are recreation functions. Tourism industry develops more and more prosperously in the same time, cruise tourism should become diversely and internationally. Therefore, economic prosperity of coast tourism happen where cruises stop, but also promote and stimulate the whole national economy development. Cruises should gradually strengthen the functions of tourism and recreational to meet the demands shift of tourism industry who gradually in the pursuit of high quality of service. This study focuses on hierarchy of needs theory, and tries to explore cruise tourism needs factor contents when cruise tourism play the role of tourism and leisure. In order to highlight the importance of cruise tourism needs factor contents; we adopt the literature review of relevant cruise tourism topics and uses Analytic Hierarchy Process method to analyze data. A total of 84 valid questionnaires were collected. According to the results, the contents of cruise tourism needs factor can be divided into eight dimensions, which were used to be called hierarchy of needs theory. Furthermore, we developed 24 indicators of cruise tourism needs factor and discuss the priorities. On the other hand, we also examine gender differentiation with regard to the perceptions of cruise tourism needs factor. In the end, we provide some theoretic and practical advice.