太平市枇杷節活動服務品質之探討

近年來以舉辦節慶活動的方式行銷地方產業已成新的契機，而以休閒觀光振興地方產業發展更是作爲活化農業鄉鎮之產業經濟策略。本研究以台中縣太平市枇杷節活動爲例，藉由PZB服務品質模式分析太平枇杷節相關單位與遊客對於服務品質之期望程度與認知程度之差異。本研究結果發現如下：1.市公所在「交通便捷」、「服務人員的服務態度」、以及「能提供快速的餐飲以及販售服務」等三項，資源有過度浪費現象。2.遊客之人口屬性與對消費前產品的信念，並未對枇杷節各項服務品質項目及整體滿意度產生顯著性的影響。因此本研究綜合服務缺口的項目，建議市公所無須針對性別、年齡、所得等進行市場區隔行銷，可直接針對一般大眾普遍重視的項目，如「枇杷節的活動時間運用」、「提供其他活動可讓遊客有多樣選擇」、「廠商提供的宅配服務」、「服務人員服裝整齊、儀表端正」、以及「枇杷品質良好，確實擁有品質第一的口碑」等去作策略與行銷規劃。

關鍵字

地方文化產業；服務品質；顧客滿意度

並列摘要

Local governments have utilized a variety of festivals to promote local industries in recent years. Especially, agricultural local governments have appealed to leisure and tourism to attract more visitors. Based on the case of Loquat Festival of Taiping City, this study utilizes the PZB model to analyze the gap in service quality between Taiping City government and visitors' expectation and perception. Moreover, this study analyzes visitors' demographic characteristics and their living styles to provide a marketing strategy for the city government. The findings from this study are summarized as follows. Fist, visitors' demographic characteristics and their attitudes do not significantly affect their evaluation of service quality. Second, substantial gaps exist between visitors' expectation of service quality and their actual experience. The areas of service most needing improvement include transportation, activity continuity and marketing. These areas provide windows to evaluate whether service quality is improved in the future.

並列關鍵字

local cultural industry ； service quality ； customer satisfaction

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