퍼지AHP 방법을 이용한 크루즈 기항지 결정요인 실증분석

Analysis of Decision Factors for Cruise Destination Selection Using Fuzzy AHP

Purpose - The purpose of this study is to analyze the importance of port selection in cruise tourism, and to identify factors that make South Korean ports attractive as cruise destinations. Design/Methodology/Approach - In cruise tourism, selecting ports is crucial due to the unique needs of cruise ships for arrivals and departures. Attractive ports enhance passenger experience, boost satisfaction, and encourage repeat visits. Based on previous research, 17 selection criteria for cruise ports were evaluated using the Fuzzy AHP (Analytic Hierarchy Process) method. This approach was employed to analyze the importance of each criterion and derive research findings through empirical analysis. Findings - For cruise lines, port accessibility and safety are vital for operational efficiency and profitability. Ports seeking cruise status also foster community development through tourism revenue, making research on selection criteria essential. The study found that the level of onboard service and infrastructure is the most critical factor, followed by the uniqueness of the destination, weather conditions, and the convenience of mobile payment. Notably, mobile payment emerged as an essential element reflecting digital transformation in cruise tourism. Research Implications - This research provides criteria to select cruise destinations and emphasizes the need for future studies to explore attractive factors that can contribute to revenue generation for cruise lines and operators.