農業套裝旅遊服務品質的關鍵屬性之研究

A Study on Critical Service Quality Attributes of Agricultural Tour Package

陳佳慧(Chia-Hui Chen) ； 林尚怡(Shang-Yi Lin) ； 吳家興(Chia-Hsing Wu) ； 彭克仲(Ke-Chung Peng)

《台灣農學會報》 15卷3期 (2014/09) Pp. 335-359

https://doi.org/10.6730/JAAT.201409_15(3).0006

摘要

現今台灣休閒產業眾多，發展快速且生命週期也較短，經營型態易被模仿、替代性高，因此遊客忠誠度較低，要有效維持遊客忠誠度，除了強調各家農場等硬體設施之外，若能將無形的服務做為產品的核心，滿足遊客的需求，建立關係的持續可能，則可增加遊客再度光臨的意願，無形中遊客對旅遊服務品質的要求也相對重視。本研究主要在探討農業套裝旅遊關鍵服務品質屬性，以全台灣參與過農業套裝旅遊之遊客為研究對象，共發放410份問卷，有效問卷為400份，有效回收率為97.6%。應用重視程度－績效水準分析找出農業套裝旅遊服務品質中的「優先改善服務品質屬性」，依三因子理論確認「效益改善服務品質屬性」。最後，綜合「優先改善服務品質屬性」及「效益改善服務品質屬性」來確認農業套裝旅遊的關鍵服務品質屬性，再利用改善係數加以佐證關鍵服務品質。研究結果顯示，遊客對農業套裝旅遊重視度總平均4.28，滿意度總平均為3.88，並得出7項優先改善的服務品質屬性與6項效益改善的服務品質屬性，而同時屬於優先改善及效益改善的服務品質屬性只有1項－「各餐廳的清潔與衛生」，此項即為「關鍵服務品質屬性」。

關鍵字

農業套裝旅遊 ； 服務品質 ； 三因子理論 ； 重視程度－績效水準分析 ； 關鍵服務品質屬性

並列摘要

Leisure experiences in Taiwan are plentiful in quantity, rapid in development, have short life cycles, and imitation and replacement of management occur easily. Therefore, visitor loyalty is low. To effectively maintain tourist loyalty, leisure farms must emphasize the various facilities, and in addition, intangible services as the core product to meet the needs of tourists are also needed. Good service can establish ongoing relationships with tourists, and increase the willingness of tourists to visit again. Therefore, the importance of tourist service quality must be emphasized more. This study aimed to explore the key service quality attributes of an agricultural package tour. Tourists who participated in an agricultural packages tour in Taiwan were samples for the study. A total of 410 questionnaires were completed and 400 of them were valid. The effective response rate was 97.6%. In this study, the degree of attention-performance analysis was applied to identify the ＂priority of service quality attributes to be improved＂ of the agricultural package tour service. In the following, the ＂efficiency of improving service quality attributes＂ was found according to three-factor theory. Finally, this study integrated ＂priority of service quality attributes to be improved＂ and ＂efficiency of improving service quality attributes＂ to identify the ＂key quality attributes of service＂ of the agricultural package tour. The refined factors were used to support the key to the quality of service. The results indicated the average degree of importance of agriculture tourists travel packages is 4.28; average overall satisfaction degree is 3.88. Seven priorities to improve quality of service attributes and six service quality attributes to improve efficiency were proposed, while ＂The restaurant's cleanliness and sanitation＂ is the only factor belonging to both ＂priority of service quality attributes to be improved＂ and ＂efficiency of improving service quality attributes.＂ This is the ＂key quality attribute of service.＂

並列關鍵字

agricultural package tour ； service quality ； three-factor theory ； the degree of attentionperformance level analysis ； key quality attributes of service