以服務花朵理論建構旅遊服務中心服務要素之研究

根據交通部觀光局2020年的統計資料顯示，國內「自行規劃行程旅遊」比例高達90.6%，而個人旅遊佔89%，足見國內自助旅遊行為之興盛。旅遊服務中心之服務以旅遊諮詢為主，提供相關文宣品或摺頁，可為旅客解決問題。其以「服務」為核心，服務品質則為不容忽視的關鍵，過往研究多針對服務品質與滿意度進行探討，鮮少有學者針對服務要素進行研究，故本研究以建構符合旅客期望之服務要素為目的；以旅客作為研究對象，透過Kano及IPA模式進行分析，提出服務要素的改善方向，進而提升旅服中心的服務品質。本研究以服務花朵模式為基礎理論，彙整出27項服務要素並設計成問卷題項，以分層便利抽樣法，對旅服中心三個層級之旅客進行問卷調查，共回收652份有效問卷。在Kano分析結果中，一維品質有21項、魅力品質有1項以及無差異品質有5項；在IPA分析結果中，繼續保持區有10項、加強改善區有2項、次要改善區有14項及供給過度區有1項；本研究提出以人員訓練、硬體設施、摺頁與文宣品、紀念品及旅遊體驗等五項建議，供旅遊服務中心做為未來改善之方向。

關鍵字

旅遊服務中心；服務花朵；服務要素； Kano模式； IPA模式

並列摘要

According to the statistics of the Tourism Bureau of the Ministry of Communications in 2020, the proportion of domestic "self-planned itinerary travel" is as high as 90.6%, and personal travel accounted for 89%. This shows the prosperity of domestic self-service tourism. The service of the Tourist Service Center is mainly based on travel consultation, provide relevant promotional materials or folds. Solve problems for passengers. The Tourist Service Center takes service as the core. The quality of service is the key that cannot be ignored. Previous studies have focused on service quality and satisfaction, few scholars conduct research on service elements. Therefore, the purpose of this study is to construct service elements that meet the expectations of tourists, take tourists as research objects. Analyze service elements through Kano model and IPA model, to propose its improvement order and direction, to improve the service quality of the Travel Service Center. This study is based on the flower of service, 27 service elements were compiled and designed into questionnaire items, sample selection by stratified convenience sampling. Questionnaires for the Travel Service Center of the first and second tiers of the transportation department to investigate. A total of 652 valid questionnaires were received. In Kano model analysis results, One-dimensional quality element has 21 items, Attractive quality element has 1 item and Indifferent quality element has 5 items. In IPA model analysis results, Keep Up the Good Work has 10 items, Concentrate Here has 2 items, Low Priority has 14 items and Possible Overkill has 1 item. This study puts forward five suggestions for personnel training, hardware facilities, folding and cultural products, souvenirs, and tourism experience for the Tourism Service Center as the direction of future improvement.

並列關鍵字

i Center ； The Flower of Service ； Service Elements ； Kano Model ； Importance-Performance Analysis

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