結合QFD和TRIZ於節慶活動服務品質改善之研究─以端午節龍舟競賽為例

Combining QFD and TRIZ in Research on Improving Service Quality for Festival Activities: Dragon Boat Races during Dragon Boat Festival

林士彥(Shih-Yen Lin) ； 劉宏裕(Hung-Yu Liu) ； 莊世滋(Shih-Tzu Chuang) ； 洪崇彬(Chung-Pin Hung)

《運動文化研究》 28期 (2016/06) Pp. 7-44

https://doi.org/10.29818/SS.201606_(28).0001

摘要

端午節是我國傳統三大節慶之一，龍舟競賽為端午節的主要節慶活動，划龍舟不單是過節的象徵，也是民俗文化的傳承。然而研究指出多數國民對於端午節慶與展覽的反應是「熱鬧有餘、精緻不足」，因此政府致力發展節慶觀光之下，提升民俗慶典節慶活動的服務品質更為觀光行銷努力的發展方向。有鑑於此，本研究先建構龍舟競賽的服務品質構面模式，導入品質機能展開(Quality Function Deployment, QFD)，以系統化結構將參與遊客重視期望的顧客心聲，應用品質屋轉換成相關單位改善的作業程序的品質技術，再將優先順序的改善項目轉換萃思(Teoriya Resheniya Izobretatelskikh Zadatch, TRIZ)進行矛盾矩陣運算，獲致更為有效的改善方案，以提升節慶活動的服務品質與滿意度，亦能再獲遊客對於龍舟競賽活動的持續喜愛與支持。

關鍵字

節慶活動 ； 龍舟競賽 ； 服務品質 ； 品質機能展開法(QFD) ； 萃思(TRIZ)

並列摘要

The Dragon Boat Festival is one of Taiwan's three major traditional festivals and dragon boat races are the main activity associated with this festival. Dragon boat races are a symbol of the festival and an important part of popular cultural heritage. However, research has shown than most citizens believe the activities and displays during the Dragon Boat Festival are ＂lively enough but not refined enough＂. Therefore, with the government's commitment to develop tourism at major festivals, increasing the service quality of popular festival activities is an important element of tourism marketing efforts. In view of this, the present study first develops the dimensions of dragon boat race service quality using quality function deployment (QFD). House of quality (HOQ) provides a systematic structure that uses visitor testimonials about areas they view as important as the basis for improving the quality technology of operating procedures of relevant units. We then covert priority items for improvement into Teoriya Resheniya Izobretatelskikh Zadatch (TRIZ) and carry out contradiction matrix calculations to obtain more effective improvement programs, increasing the level of satisfaction with service quality for festival activities and ensuring the continued enjoyment of and support for dragon boat races among visitors.

並列關鍵字

festival activities ； dragon boat races ； service quality ； quality function deployment (QFD) ； Teoriya Resheniya Izobretatelskikh Zadatch (TRIZ)

參考文獻

王育群(1999)。活動節慶民俗、創造觀光新資源。臺北:揚智文化。

白滌清、李增興(1999)。企業管理教育中服務品質之研究─利用品質機能展開法。淡江人文社會學刊。3(9)，191-213。

白滌清、陳巧青()。

吳信宏(2003)。運用定性規劃於品質機能展開之決策過程。價值管理。4，26-31。

吳淑女(1993)。淺談慶典觀光與推展觀光之道。交通建設。42(9)，2-6。