遊客對觀光工廠服務品質認知、知覺價值與顧客滿意度研究

Tourists' cognition of service quality, perceived value, and customer satisfaction towards tourism factory

謝國榮(Kuo-Jung Hsieh)

《慈惠學報》 14期 (2018/12) Pp. 34-56

https://doi.org/10.6202/THJ.201812_(14).0003

摘要

近年觀光工廠已成為國民旅遊不可或缺的資源之一。本研究選定屏東縣林邊鄉頗具地方漁業特色的觀光工廠為對象，採用問卷調查的實證研究方法，探討參訪漁業加工觀光工廠的遊客，對工廠服務品質的認知、遊客知覺價值與其滿意度相關議題，並釐清彼此之間的關連性。本研究資料收集完成後，以電腦套裝統計軟體進行分析，包含敘述性統計分析、因素分析、平均數差異檢定與相關分析等。研究結果顯示，遊客最重視服務人員的態度及觀光工廠廠區環境品質。而不同年齡層的遊客對知覺價值有顯著差異，不同婚姻狀況的遊客在服務品質認知及顧客滿意度上產生差異，另外，不同收入的遊客對服務品質認知有顯著差異。最後，遊客服務品質認知及知覺價值均與顧客滿意度存在正向相關性，即遊客前二者的正面傾向越顯著則其滿意度也越高。本研究相關結果可作為潛在遊客選擇參訪觀光工廠之參考，並提供觀光工廠永續經營之良善建議。

關鍵字

觀光工廠 ； 服務品質認知 ； 知覺價值 ； 顧客滿意度

並列摘要

Nowadays, tourism factories have become necessary resources for domestic tours. The researcher adopted a certain tourism factory located in Linbian Township, famous for fishery processing, as the target, and used the method of questionnaire survey to discuss tourists' cognition of service quality, perceived value, and customer satisfaction. Also, the researcher clarified the relationship among these three variables metioned. After collecting all the data, the researcher executed statistical analyses with packaged statistical software. The main results are as follows. First, the dimension of reliability and trust in tourists' cognition of service quality, the dimension of emotional reaction in perceived value, and the dimension of service and facilities in customer satisfaction are the most important. The demographic characteristic ＂age＂ of the interviewees shows influence on perceived value, ＂marriage＂ produces influences on tourists' cognition of service quality and customer satisfaction, and ＂income＂ has influence on tourists' cognition of service quality. Besides, there are significant positive correleation among tourists' cognition of service quality, perceived value, and customer satisfaction. According to the results, some tangible suggestions are presented for those institutes that provide domestic tours to tourim factories.

並列關鍵字

Tourism Factories ； Tourists' Cognition of Service Quality ； Perceived Value ； Customer Satisfaction

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