臺灣運動觀光產業服務品質指標建構之研究

Service Quality Indicators for Sports Tourism in Taiwan

劉照金(Chao-Chin Liu) ； 董燊(Shen Tung) ； 蔡永川(Yung-Chuan Tsai) ； 劉一慧(Yi-Hui Liu)

《臺灣體育運動管理學報》 13卷1期 (2013/03) Pp. 55-80

https://doi.org/10.6547/tassm.2013.0003

摘要

本研究主要目的，在探討影響國人參與運動觀光之服務品質因素，並進一步建構臺灣運動觀光產業服務品質指標。本研究方法以PZB服務品質模式為理論基礎，自行發展「運動觀光服務品質調查問卷」為工具，以居住於台灣地區年滿16歲以上曾參與運動觀光旅遊之民眾1738名為樣本，再依分析的需要將此樣本隨機分為三組。先以第一組樣本作探索性因素分析和項目分析，以獲得運動觀光服務品質指標因素結構，再以第二組樣本進行結構方程模式之驗證性因素分析，建構服務品質指標之信度與效度，然後使用第三組樣本做此一測量模式之複核效化，採多群組分析進行檢驗，以確保服務品質指標具有穩定性以及預測力，上述資料以SSPS14.0及AMOS17.0進行分析。本研究的結果如下：1.經探索性因素分析，發現運動觀光服務品質指標因素包括關懷性、可靠性、有形性、保證性及回應性等五因素，其中以「關懷性」影響最大，五個因素共可解釋總變異量74.18%，且具有良好內部一致性；2.經驗證性因素分析，運動觀光服務品質指標之有形性、可靠性、回應性、保證性、關懷性的潛在構面均具有收斂效度與區別效度；3.複核效化分析，兩群樣本之觀察變項負荷量均為等同，，顯示本研究所建構服務品質指標具有跨樣本或跨情境之有效性。綜合結論，本量表因素結構良好、具有建構效度，信度考驗也達到標準，且蒐集的資料適配於本研究所提出的理論模式，而模式的穩定性也通過最寬鬆至最嚴苛之統計考驗，顯示修正PZB服務品質模式理論五構面可應用於運動觀光服務品質指標之建構，唯應考量不同運動觀光之型態、服務組織特性及消費者區隔，並經由指標之修正來符合實際之運用。

關鍵字

運動觀光 ； 服務品質指標 ； 運動觀光產業 ； PZB服務品質模式

並列摘要

This study investigated the factors involving Taiwanese citizens' participation in sports tourism regarding service quality, to improve the service quality indicators of sports tourism. The research method was based on the model of service quality of PZB. ”The Questionnaire of Service Quality in the Sports Tourism Industry” was administered. A total of 1,738 Taiwanese citizens aged 16 years or older, who had experience in sports tourism activities, were interviewed. The samples were randomly divided into three sets. The first sample set was used to generate the factors by using exploratory factor analysis. A series of competing models was then established and evaluated using the second sample set and the confirmatory factor analysis procedure. These models exhibited favorable reliability to construct the reliability and validity of service quality indicators. The cross-validation was tested using a multiple group analysis of the third sample set for the model. The model's stability and predictive power were confirmed. The data were analyzed using the SSPS14.0 and AMOS 17.0 software. The results of this research are as follows: 1) Exploratory factor analysis revealed that the sports tourism quality index involved five factors (empathy, reliability, tangibility, assurance, and responsiveness). Among these factors, empathy exerted the greatest influence. These five factors could explain 74.18% of the total variance and exhibited excellent internal consistency. 2) Confirmatory factor analysis indicated that, on the sports tourism quality index, the latent reliability, assurance, empathy, visibility, and responsiveness dimensions all exhibited convergent validity and discriminant validity. 3) Cross-validation analysis indicated that the volumes of the two sample groups were the same. The service quality index constructed in this research demonstrated cross-sample and cross-situational validity. In conclusion, the factor structure of the scale is favorable, exhibiting construct validity and passing the reliability test. In addition, the data gathered are suitable for the theoretical framework proposed in this study, and the stability of the model passed both loose and tight statistical tests, indicating that the five dimensions of the revised PZB service quality model can be used in constructing a sports tourism service quality index. However, considering various types of sports tourism, the various characteristics of service organizations, and consumer segments is necessary to revise the index appropriately based on actual use.

並列關鍵字

sports tourism ； service quality indicators ； sports tourism industry ； PZB service quality model

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