台東某渡假村遊客背景與滿意度之調查分析

The Analysis of Basic Data and Questionnaire Satisfaction of the Tourists in Leisure Farm in Taitung

古國宏(Guo-Hong Gu) ； 林子恩(Zu-En Lin) ； 蔡永川(Yung-Chuan Tsai) ； 吳明憲(Ming-Hsien Wu)

《2010南台灣運動休閒產業理論與實務研討會專刊》 2010 (2010/12) Pp. 182-183

https://doi.org/10.29436/2010NANTAIWAN.201012.0182

摘要

休閒農場是屬服務業的一種，如何營造出獨特的競爭優勢，進而創造遊客滿意度，達到永續經營的目的，實屬業者應高度重視的主題。本研究以東遊季溫泉度假村為研究對象，問卷發放150份，分析住宿遊客的基本資料，另外以滿意度問卷調查和開放式問卷法來分析其優缺點。所得資料以統計套裝軟體SPSS 10.0版做次數分配及描述性統計分析，希望結果能提供業者未來經營管理上之參考。所得結果如下：一、到東遊季遊客平均年齡為41～50歲，職業大多是自創事業或是家族企業，由此可以得知也因為是家族企業，所以可彈性調整時間得到更多的休閒時間遊玩。二、滿意度方面顯示建築設備及周遭環境是得分較高的；而水質清潔和環境安全須多加注意，例如可定時過濾清潔及加裝防滑墊等。另外餐飲之菜色口味及獨特性也需要再加強。三、開放式問卷結果顯示櫃臺服務人員的態度有待改進，雖然結帳的正確性和服裝儀容都很好，可是服務人員在傾聽顧客抱怨的同理心的時候態度可以在和善些，建議東遊季在錄用員工前可再加強職前訓練。

關鍵字

溫泉度假村 ； 問卷滿意度

並列摘要

Leisure farm is a kind of service industries. It's important for the manager to know how to build individual characteristic to satisfy the customer and be in sustainable business. This study is a case study of Toyugi hot spring hotel in Taitung, A total 150 valid questionnaires were collected. The basic data, satisfaction questionnaires and open questionnaires for the tourist were analyzed. The frequency distribution and description statistics were used in statistics, and these were implemented by SPSS 10.0. The results showed that: 1. The mean age of the tourist was 41~50 yrs, most of them belong to self-owned business or family industries. Maybe du to this, such kind of tourists have more free time than the other kinds of tourists. 2. The satisfaction of questionnaires were shoed that there were higher scores in main building equipment and surrounding environment but lower scores in hot spring water quality and dinner quality. 3. The open questionnaires showed that the manner of the first line service personnel should improve, and they could have more patience when dealing with customers complains.

並列關鍵字

hot spring hotel ； satisfaction questionnaires