生態旅遊是目前國內外重要的旅遊型態之一,如何滿足遊客參與生態旅遊的期望並達成生態保育的目標,乃生態旅遊產業在經營管理上的重要課題。由於服務的異質性、無形性、不可分隔性和易逝性等特點,致使生態旅遊活動中扮演服務角色的解說員,成為能否提昇服務品質的關鍵因素。本研究從付費型遊客的觀點探討解說員特質與服務品質間之關聯性;研究結果顯示不同類群之解說員在不同服務品質構面上的表現有顯著的差異性。解說員特質與所表現出的服務品質間具有顯著的相關性。不同社經背景之遊客所偏好之服務品質內容亦不相同。遊客認為在服務品質構面中的實體性、可靠性、回應性、關懷性、樂趣性和信念會受到部份解說員特質的影響。生態旅遊業者可據此強化解說員的專業訓練,以期在提供解說服務時能呈現出遊客喜愛的特質。
Ecotourism has become a very important and popular form of traveling in the tourism industry. Thus, the management of ecotourism has to put a lot of efforts on accomplishing visitors' expectation and goal of ecological preservation. The service industry is characterized as heterogeneity, intangibility, inseparability and perishability; the interpreters who deliver the service in the ecotourism have become the key for the promotion of service quality. This research intended to explore the relationship between interpreter's characters and service quality from the pre-paid visitors' perspectives. The result showed that in order to increase visitors' satisfaction, the interpreters should implement different service strategies based on the various types of interpreter's characters perceived by visitors. Moreover, it is suggested that the educational training of the interpreters should be strengthened to improve their presentation to increase satisfaction.