運動觀光創新經營模式與服務品質之個案研究－以兩鐵環島套裝遊程為例

目的：旨在進行運動觀光創新經營模式與服務品質探究，以兩鐵環島套裝遊程為個案進行分析，建構運動觀光創新經營模式，同時針對服務品質進行探討，希冀提供運動觀光產業發展作為參考。方法：本研究採用個案分析法，透過深度訪談、焦點團體訪談、策略管理矩陣分析、Kano二維模式法與重要表現分析（IPA），針對由臺灣單車休閒產業發展協會執行的「兩鐵環島套裝遊程」，進行經營模式與服務品質探討。結果：在創新經營模式方面，此模式結合了參與型運動觀光及豐富自然文化景色，搭配可節省時間的鐵路運輸，加上本身臺灣為一島國，創造出短天數且多樣化的運動觀光行程。但此模式最大的威脅及劣勢皆和臺灣鐵路局有關。而在服務品質優先改善屬性分析上，騎乘活動安全性以及鐵路列車車廂環境需改善為需優先改善的服務品質。結論：兩鐵環島的運動觀光創新模式實屬可行並有其潛在的市場，但在現行鐵路單位以及觀光市場的限制下，要將其市場開拓出來仍需多方面之突破與加強。此外，服務品質的表現可謂優良，但如再強化顧客的行程時間掌控與落實顧客需求滿足，將可進一步提升服務品質。

關鍵字

鐵馬；鐵道；運動休閒產業

並列摘要

Purpose: To explore the innovative management model for sport tourism and perform a case study of service quality for the ＂Bike plus Rail around Taiwan＂ tour package (abbreviated BRT). The findings may help in the development of sport tourism in Taiwan. Methods: The Taiwan Bicycle Leisure Industry Development Association was selected as the case study. In-depth interviews, focus group interviews, the SWOT strategic matrix, the Kano two-dimensional model, and importance-performance analysis were employed to analyze the service quality of the BRT. Results: The innovative management model of the BRT combines participative sport tourism, natural and cultural Taiwanese resources, a time-saving tour employing the rail system, and the small size of the island, creating a short but diverse form of sport tourism. Nevertheless, threats to and weaknesses of the BRT are all related to the Taiwan Railways Administration. Regarding improvement of service quality, the safety of riding and the environment of Taiwan Railways carriages must be improved. Conclusions: The innovative management model of the BRT is practical and has a potential market. However, restrictions imposed by the Taiwan Railways Administration and the limits of the current Taiwanese tourism market hinder the development of the BRT. Considerable effort is still required to develop the BRT market. Nonetheless, the service quality of the BRT is high. If the provider of the BRT can better manage traveling time and satisfy the need of customers, the service quality can be increased further.