近年來,政府全力支持觀光旅遊的發展,在週休二日制度實施後,國人觀光旅遊風氣日益風行,對於休閒生活的需求愈加多元化,因此,如何改善休閒遊憩區域與觀光旅遊景點的服務品質並有效利用資源為發展當務之急。本研究以劍湖山世界遊客為研究對象,探討主題樂園之服務品質,並利用品質機能展開法對劍湖山世界所提供之服務品質進行探討,進而提供主題樂園業者提升服務品質的可行方案。 研究結果發現,遊客對劍湖山世界之期望服務與實際感受服務間呈現顯著差異,表示劍湖山世界在服務品質方面仍有繼續改善之空間;而實際感受的服務能直接顯著正向影響顧客價值,顧客價值亦能直接顯著正向影響顧客滿意度與顧客忠誠度,顧客滿意度對顧客忠誠度也有顯著正向的影響關係。透過結合品質機能展開模式的品質屋架構,發現主題樂園前五項重要服務品質技術,包括「人員教育訓練」、「餐飲管理」、「消費保護」、「人事管理」、「新設施的研發推出」。主題樂園業者應依優先順序執行策略,改善服務品質,方能再創主題樂園的商機榮景。
In recent years, with the government’s supporting of tourism industry and the gradual popularity in leisure of Taiwanese, people have been taking advantage of two days off policy to demand more diverse activities. Therefore, it is important to improve the service quality of leisure and recreation areas. Taking Janfusun Fancy World as an example, we induct Quality Function Deployment(QFD) to understand customers’ needs and develop better service skills. We apply QFD to determine key elements of customer satisfaction, prioritize quality techniques, and discuss the strategies of the service quality improvement to satisfy tourists’ demands in Janfusun Fancy World. In this research, we study the service quality of the theme park and it shows certain gaps between expectative and actual services. We found that service quality infects customer value positively, customer value infects overall service satisfaction and customer loyalty positively. Furthermore, the overall service satisfaction infects tourists’ loyalty positively. After executing QFD model, we learned the top five quality scopes; they are staff education training, food and drink management, consumer protection, personnel management and promotion of new facilities development. Customer satisfaction can be enhanced by improving the five dimensions and an attractive theme park future can be expected.