- 期刊
導遊人員專業職能對服務品質、遊客滿意度與旅行社套裝旅遊產品再購意願影響之研究
Examining the Influences of Tour Guides’ Professional Competences and Service Quality on Tourist Satisfaction and Repurchase Intentions towards Travel Agencies’ Package Tour Products
摘要
導遊人員之專業職能會影響遊客對旅遊行程服務品質之感受，進而使遊客對旅遊或觀光過程的整體滿意度，以及旅行社套裝旅遊產品的再購意願產生影響。本研究旨在探討觀光旅遊業中導遊人員的專業職能對服務品質、遊客滿意度與再購意願之影響。研究對象為完成旅行社套裝遊程之遊客，採行便利抽樣法進行問卷調查，共回收有效問卷345份。透過偏最小平方法進行研究模式與假說的分析與驗證。實證結果顯示導遊人員專業職能對服務品質與滿意度皆具有正向顯著影響；服務品質對滿意度與旅遊產品之再購意願皆具有正向顯著影響；而遊客滿意度對再購意願有正向顯著影響；研究模式對於旅遊商品再購意願的預測效力達74.1%。期望本研究結果能對導遊人員之專業職能發展提供實務建議，並協助旅行業者強化導遊人員之專業職能，有效提升遊客之服務品質感受與滿意度，進而促進旅行社套裝旅遊產品再購意願。
並列摘要
Tour guide's professional competences might affect the service quality of tour guiding, thereby affecting tourists' satisfaction on traveling and their repurchase intentions towards travel agencies' package tour products. This empirical study was proposed to investigate the impacts of professional competences on service quality, tourist satisfaction and repurchase intentions of package tour products. Data gathered from tourists was based on a convenience sample of 345 respondents to test the proposed hypotheses. The conceptual model was validated using the partial least squares (PLS) technique. The empirical results indicate that tour guides' professional competences significantly impact on service quality and tourist satisfaction; tour guides' service quality positively influences tourist satisfaction and repurchase intentions; tourist satisfaction has a positive significant effect on repurchase intentions. The research predicts a good amount of variance to 70.7% of tourists' repurchase intentions. The findings of this study are expected to provide practical implications for the competence development of tour guides and proffer instrumental contributions to help travel agencies strengthen tour guides' professional competences for effectively enhancing service quality of tour guiding, tourist satisfaction and repurchase intentions towards package tour products
延伸閱讀
- 陳佳伶（2014）。團客對旅遊業服務創新、觀光偏好、心流體驗對品牌忠誠度影響之探討〔碩士論文，朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-2611201410184678
- 吳妮容（2006）。以旅遊型態作為干擾變數來研究旅遊動機、旅遊滿意度與目的地忠誠度之間的關係〔博士論文，大同大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0081-0607200917232780
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