國際觀光旅館員工對大陸旅客的認知與服務態度之相關性探討

本研究之目的探討國際觀光旅館不同年齡層員工對於陸客背景的認知及對政府政策宣導的了解程度，與其服務態度是否有相當的關連性。在研究方法上以北、中、南之國際觀光旅館員工為對象，採問卷調查方式，以立意取樣方式進行調查，問卷共發放120份，有效問卷102份，回收率85%。問卷調查資料透過SPSS 10.0中文版分析。本研究結果發現不同年齡層員工對於陸客背景的認知及對政府政策宣導越了解，則服務態度越趨正向，尤其是高年齡層明顯高於低年齡層。根據研究結果，本研究建議：1.日後應加強宣導國際觀光旅館從業人員應更主動與陸客產生互動，使陸客能更明顯感受寶島台灣人的熱情。2.加強年齡較低之從業人員針對陸客背景的認同度的議題下實施在職教育，以全面提升對陸客的服務品質。3.加強年齡20歲以下之從業人員對服務態度專業的訓練，甚至於遴聘之初，將服務態度專業的認知高低程度，作為應聘與否的重要參考依據。

關鍵字

大陸旅客；觀光旅館；旅館服務；認知；服務態度

並列摘要

In recent years, due to the cultural exchange between the both sides, with free and Independent Traveler (FIT) from Mainland China, the number of Mainland China tourists constantly hit a new record, but because of cultural differences and different lifestyle, friction is inevitable; As an international tourist hotel employees, how to deal with Mainland China tourists and uphold good customer service attitude, is now an important issue. This study reviews the research literature and information in the past associated with Mainland China tourists, and to explore the international tourist hotel staff for Mainland China tourists living cultural awareness and understanding of government policy announcement for the Mainland China, and their attitude is whether or not related. After the correlation analysis, this study found the staff of international tourist hotel who had more Mainland China tourists cognitive and cultural background and understand government policy announcement for the Mainland China will give rise to the increasingly positive attitude, especially the elder age was significantly higher than the younger age; Therefore, the International tourist hotel management unit, may be to strengthen advocacy and training staff to understand the background of Mainland China tourists awareness and government policy announcement for the Mainland China, and to promote the service personnel to uphold clearer, more caring attitude and interaction.

並列關鍵字

Mainland China tourist ； tourist hotel ； cognition ； service attitude

國際替代計量

國際觀光旅館員工對大陸旅客的認知與服務態度之相關性探討

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