關子嶺溫泉區遊程要素Kano二維品質要素歸類與顧客價值的關係之研究

The Research of the Kano Two-Dimentional Quality Key Element and the Relation of Customer's Value in the Kuan-Zih-Ling Hot Spring Scenic Spot

張韶旂(Chang, Shao-Chi)

指導教授 ： 沈進成

國立高雄餐旅大學/餐旅學院/旅遊管理研究所在職專班/碩士(2010年)

https://doi.org/10.6825/NKUHT.2010.00027

摘要

近年來，隨著休閒旅遊的蓬勃發展，社會大眾為抒解壓力及調劑身心，健康休閒旅遊的需求日益增加，而具有養生保健的溫泉休閒，自然成為熱門的休閒旅遊活動之ㄧ。溫泉旅遊要素會對遊客產生何種滿意度及顧客價值，是溫泉休閒永續發展的重要課題。
本研究以溫泉遊程要素及顧客價值為研究主題，並以關子嶺溫泉遊客為實證研究對象。從資源供給面及遊客需求面來探討之遊憩資源要素類型與顧客價值，應用kano二維品質來分析溫泉遊程要素之類型，並分析溫泉遊程要素類型與顧客價值的關聯性。本研究對遊客進行問卷調查，共發出400份問卷，有效回收375份，有效回收率94% 。
實證研究結果顯示：1.應用kano分析將關子嶺風景區旅遊行程要素歸類主要為「一維品質」及「無差異品質」。2.顧客價值方面，遊客認為「體驗性價值」最高，而「知識性價值」最低。3.經由單因子變異數分析可知，不同因素分析遊程要素類別會產生不同的顧客價值。4. 依據品質改善指標指標，最能增加滿意度的旅遊要素包括「環境寧靜安詳的氣氛」、「溫泉有良好住宿品質」、「周邊環境整潔舒適」、「停車空間完善」及「溫泉水質乾淨」。而「飯店舒適及多樣化的休閒設施」、「可享受美食佳餚」、「休閒娛樂設施」、「體驗不同風土人情」、「飯店提供完善會議設備」及「著名的特產」等項目則為消除不滿度的重要遊程要素。5.根據研究結果，建議溫泉觀光業者能保留自然生態環境、提升飯店住宿品質及維持溫泉良好水質，同時在美食、休閒娛樂設施及風土人情等體驗能加以進一步改善，進而使遊客能獲得最佳的遊憩體驗與滿意度，提升關子嶺溫泉風景區遊客吸引力。

關鍵字

溫泉 ； 關仔嶺 ； kano二維品質 ； 遊程要素 ； 顧客價值

並列摘要

In recent years, with the flourishing development going on tour, people in order to express the pressure of solving and adjust the body and mind, the demand that the health goes on tour increases day by day, and the recreation of hot spring with health care, become hot recreation tourist activity their naturally . The key element of the hot spring tour will produce any satisfaction and customer's value to visitors, it is an important subject that developed continuously forever in recreation of hot spring.
This research regards visiting distance key element and customer's value of the hot spring travelling products as the theme of studying, regard imprisoning the visitors of Kuan-zih-ling hot spring scenic spot as the research object of the real example. Tour rest resource key element type and customer's value that probe into the supply range of resource and visitor's demand, employ “kano” to analyze the type in the hot spring visiting distance key element, analyze the visiting distance key element type of hot spring and customer's value are related.
This research carries on questionnaire investigation to visitors, send out 400 questionnaires together, retrieve 375 effectively, 94% of effective rate of recovery. The result of study of the real example reveals：1、Employ kano analyze, imprison Kuan-zih-ling scenic spot travel journey key element sort out mainly for ”one-dimensional quality” and “have difference quality”. 2、The value respect of the customer, visitors think ”experiencing value” is the highest, and ”intellectual value” is the lowest. 3、Make a variation to count and analyze that can know, the travel key element classification of different factor analysis will produce different customers value via the single factor. 4、Improve the indicator according to quality, can increase the travel key element of satisfaction including ”the atmosphere with quiet and serene environment”, “wonderful Accommodation quality in the hot spring”, “surrounding environment the neat and comfortable”, ”improve parking space” and “there is the clean the water quality in hot spring”.
And “hotel comfortable and diversified recreation facilities”, “enjoy the table delicacies delicacy”, “recreation recreational facilities”, “experience different local conditions and customers”, “it offer last meeting apparatus hotel” and “local famous product”,etc. project for lasting travel key elements important of degrees discontented.
5、According to the result of study, the people who propose the visiting industry of hot spring can keep the natural ecological environment, improve the quality of getting accommodation of the hotel and maintain the good water quality of hot spring, can be further improving to experience in the food, customs and other recreational facilities etc. At the same time, and then enable visitor, obtain visiting rest experience and satisfaction best, improve, and imprison sub mountain range hot spring appeal, visitor of scenic spot.

並列關鍵字

hot spring ； Kuan-Zih-Ling ； kano ； travel essential ； customer's value

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