生態旅遊服務品質研究：應用生態旅遊服務品質量表（ECOSERV）

Study of Ecotourism Services Quality: An Application of Ecotourists' Service Quality Expectation Scale (ECOSERV)

余家斌(Chia-Pin Yu) ； 唐瑋陽(Wei-Yang Tang) ； 陳奐存(Huan-Tsun Chen)

《國立臺灣大學生物資源暨農學院實驗林研究報告》 31卷3期 (2017/09) Pp. 131-142

https://doi.org/10.6542/EFNTU.2017.31(3).1

摘要

台灣自2002年以來開始推動生態旅遊，加上週休二日的制度，開啟了國內生態旅遊風潮，有鑑於生態旅遊的性質有別於一般休閒遊憩，為了能夠有效評估國內的生態旅遊的服務品質，本研究採用生態旅遊服務品質模式量表（ECOSERV, Khan, 2003）做為評估陽明山國家公園之生態旅遊服務品質之方法，並對於遊客的社經背景和旅遊型態進行分析，同時對於遊客之整體滿意度亦進行調查。本研究於陽明山國家公園之6處遊客服務中心做為問卷發放地點，並回收740份有效問卷，回收率為92%。結果顯示，遊客在環境友善程度、保證程度、可靠程度、反應程度、關懷程度及實體設施上感到稍微滿意；而研究結果進一步顯示遊客的性別、婚姻狀況、年齡、教育程度、居住地以及職業對於生態旅遊服務品質認知具有顯著影響；另一方面，在遊客的參與人數上，對於生態旅遊服務品質認知亦具有顯著影響；最後在相關性的分析上，遊客對於生態旅遊服務品質的認知與整體滿意度呈現顯著的正相關，顯示遊客服務品質感受有益於整體滿意度。

關鍵字

生態旅遊 ； 生態旅遊服務品質模式 ； 整體滿意度 ； 陽明山國家公園

並列摘要

Development of ecotourism in Taiwan has started since 2002. Additionally, the workweek reformation at 2001 has changed recreational behavior and encouraged domestic travel. Therefore, ecotourism becomes popular in Taiwan. However, ecotourism is an unique service industry. In order to evaluate the ecotourists' service quality perceptions effectively, this research has used ecotourists' service quality expectations scale (ECOSERV) as a tool to examine the service quality in Yangmingshan National Park. Additionally, the visitors' background information were collected such as social economic status, traveling style, and overall satisfaction. A total of 740 questionnaires were collected with a response rate of 92% from six visitor centers. The results showed that tourists in Yangmingshan National Park were slightly satisfied with aspects of ecotangibles, assurance, reliability, responsiveness, empathy, and tangibles. The results further found significant differences of gender, marriage, age, education, residence, and occupation on perception of service quality. On the other hand, the results also showed the significant differences of the number of participants and activity attendance on perceptions of service quality. Finally, the perception of ecotourist service quality has significant positive influences on overall satisfaction, and it also shows that tourists will tend to have higher overall satisfaction due to high quality ecotourism services provided by Yangmingshan National Park.

並列關鍵字

Ecotourism ； Ecotourists' service expectations ； Over all satisfaction ； Yangmingshan National Park