English as a Global Language: Investigating Foreign Travelers' Expectation and Satisfaction with Tourism and English Services in Taiwan

英語為全球性語言：外籍旅客對來台觀光與英語服務的期待與滿意度之研究

莊媖纓(Ying-Ying Chuang)

《國立虎尾科技大學學報》 32卷1期 (2014/06) Pp. 51-67

https://doi.org/10.6425/JNHUST.201406_32(1).0005

摘要

目前觀光旅遊相關之研究通常著重於消費者和旅遊服務的滿意度和目的地表現，然而，雖然目前「英語」被定位為全球通用的語言（EGL）（Crystal, 2003），在台灣，卻一直沒有相關文獻研究，去探討外籍觀光客對於在台灣的旅遊經驗、觀光資訊和英文服務的整體表現之期待值與滿意度。因此，本研究的目的旨在更深入的了解外國遊客們來台的期望值，與他們真正在台灣旅遊經驗的滿意度，特別是在於「英語為全球通用的語言」概念下，去檢視台灣旅遊業在語言與服務方面的整體素質表現與外籍旅客的滿意度與意見。本研究共有六十名來台外籍旅客參與並完成完整的問卷調查。根據「重視性與表現度分析」（IPA）的結果發現，大多數外國旅客對整體表現感到滿意，儘管國內旅遊業在調查中所列之各項屬性的表現度方面，皆低於外籍旅客的期望值。外國旅客表示最不滿意購物區人員英語能力表現，反之，他們最滿意台灣消費價格、治安及環境便利性，和機場所提供的英文資訊。研究結果也顯示，大眾運輸系統之英文資訊、公共場所之英文資訊和人員英語能力，是必須加以改進之最。調查顯示，外國旅客對台灣之整體印象，是一個乾淨、安全、有禮的友善國家；然而，大眾運輸系統人員英語能力及公共場所英文資訊，急需立即改善。根據反饋意見，外籍旅客未來想再來台灣旅遊的原因，正面形象包含在地美食、良好治安、便利膳宿，及對當地居民的友好印象。藉由本研究調查結果，以提供台灣地區對觀光旅遊發展整體品質與服務之提升的建議，並探討當今大學學生英語學習成效及其未來在職場上的應用與需求，在英語課程設計與教學上應加強職場英語（ESP）訓練，以使學生有能力面對國際化及全球化趨勢的挑戰。

關鍵字

英語為全球通用的語言(EGL) ； 外籍旅客期待與滿意度 ； 重視性與表現度分析 ； 職場英語(ESP)

並列摘要

Primarily, tourism studies to date have addressed the consumer and tourism satisfaction with services and destination performance; however, none of studies which have been carried out focuses on foreign tourists' satisfaction with the accessible tourism and English services in Taiwan. Therefore, the purpose of this study aims at a better understanding of foreign travelers' expectations and satisfaction with their travel experiences in Taiwan, especially for the aspect of the overall quality in serving English as a global language in Taiwan. According to the IPA results, it was found that foreign travelers were moderately satisfied with the overall performance, even though it also depicted that all attributes were performing below the travelers' expectation. Foreign travelers expressed the least satisfied with the staff's English abilities at the shopping districts; in contrast, their greatest satisfactions were the price of goods, safety, convenience and English information at the airports. The results also revealed that English information in public areas, English information and staffs' English abilities for public transportation must be improved the most. IPA results also suggested that the overall image of Taiwan held by foreign travelers is a clean, safe, courteous and friendly country; however, two attributes, staff's English abilities for public transportation and English Information in the public places, are the aspects which must be improved immediately. According to foreign travelers' feedbacks, four major reasons motivate their desires for future coming to Taiwan, including their positive impressions on delicious local foods, safe environment, convenient accommodations, and friendly local people. The study successfully uses IPA analysis to understand foreign travelers' satisfaction with their travel experiences in Taiwan. The study explores the needs for future ESP curriculum design and instruction in the EFL context of Taiwan to enable our students to face the challenge of globalization and internationalism.

並列關鍵字

English as a global language (EGL) ； traveler's expectation and satisfaction ； tourism in Taiwan ； Importance-Performance Analysis (IPA)

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