An Analysis of the Quality of Interpretation Services Provided by Kenting National Park from the Perspective of Tourists

以遊客觀點分析墾丁國家公園之解說服務品質

劉漢城(Han-Cheng Liu) ； 劉馥瑤(Fu-Yao Liu) ； 陳朝圳(Chaur-Tzuhn Chen)

《島嶼觀光研究》 10卷1期 (2017/04) Pp. 1-19

摘要

Many national parks and tourist sites in Taiwan provide interpretation services; however, considering limited interpretation service staffs and competence, it is important to improve the interpretation service quality. This study surveyed tourists on their interpretation experiences, in order to examine the interpretation service quality and satisfaction difference. Differential analysis and Importance-Performance Analysis were conducted on 377 valid questionnaires. The results suggested that tourists with different social and economic backgrounds have significantly different views regarding the importance of interpretation service quality. In addition, regarding care measures, ＂care at any time＂ falls into the quadrant of immediate improvement, meaning that the gap between tourists' perceived interpreters’ care during service, and their expectation and feelings toward the service, requires immediate improvement.

關鍵字

Interpretation Service ； Service Quality ； Importance-Performance Analysis (IPA)

並列摘要

台灣目前許多國家公園、遊憩景點，雖普遍設有提供生態解說之服務，惟常因受限於解說服務人力與能力的不足，所以解說服務品質的改善成為當前重要的目標。本研究透過參與解說服務之遊客，進行解說服務品質與滿意度差異之檢測。針對377份有效問卷進行差異性與IPA分析的檢測。研究結果：不同社經背景的遊客對解說服務品質重視度具有顯著差異；此外，根據關懷指標方面，「隨時給予關心」位於立即改進區，代表遊客對解說員在服務過程中的關懷態度，期望與服務感受的差距，對此應立即加強改進。

並列關鍵字

解說服務 ； 服務品質 ； 重要-表現程度分析法

參考文獻

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