- 學位論文
華語導遊執業行為之研究
A Study of Working Behavior of Chinese Speaking Tour Guide
摘要
政府自2008年以來積極開放中國大陸人士來台觀光人數限制，而導致中國大陸團體旅客來台觀光人數倍增，已取代日本觀光旅客成為我國入境觀光旅客之大宗，針對專業華語導遊於服務中國大陸來台旅客的課題是極具重要性。本研究目的在探討因應中國旅遊政策的變動，深入瞭解專業華語導遊面對低收入、高風險、長時數的工作，所可能產生之投機行為，是否影響其服務品質。 本研究對象以台南及高雄地區之現任專業華語導遊共16位進行深度訪談，探討其執業中之「工作壓力」、「工作風險」、「投機行為」與「服務品質」四方面的相關性，整合出四個構面共70項指標因素，再輔以德爾菲（Delphi Method）技術分析方法，進行兩回合問卷，共16份。經由平均數、標準差、四分位差、Kendall’s W 檢定等之四項標準作為收斂之準則，刪除第一回合不符標準之指標因素，進行第二回合問卷分析，最後結果整合四個構面共56項指標因素。包括：「工作壓力」構面共12項，其中認為以「削減導遊出差費」項為最重要指標因素；「工作風險」構面共13項，以「公司無預警倒閉」項為最重要指標因素；「投機行為」構面共8項，以「帶領團員進未簽約之購物站」項為最重要指標因素；以「服務品質」構面共19項，以「敬業的精神與態度」項為最重要指標因素。 總之，專業華語導遊認為面對收入削減及公司營運不穩定，進而帶團員前往其他購物站以賺取更多收入之投機機會，惟依然秉著專業態度服務團員為原則。綜觀各界對華語導遊之執業行為重視程度不足，因此冀望未來華語導遊從業人員、旅行業界、觀光學界、政府單位、觀光產業各界及後續相關研究能藉此參考，並能提供華語導遊更有保障的工作環境，以提升台灣觀光服務品質、旅客來台觀光意願與創造兩岸觀光願景。
並列摘要
The government has actively opened the restriction on the number of tourists from Mainland China to Taiwan since 2008, and lead to the number of group tourists from Mainland China redoubling, and it has replaced Japanese tourists and becomes a large amount of tourists enter Taiwan. It has great importance that the issue on servicing the tourists from Mainland China to Taiwan by professional Chinese speaking tour guides. This research aims to explore and in response to the change in China’s tourism policy, and understand in depth whether the opportunistic behavior that may generated when the professional Chinese speaking tour guides face the work with low-income, high-risk and long hours will affect their service quality. This research objects are 16 persons in total who are current professional Chinese speaking tour guides in Tainan and Kaohsiung areas and with conducting in-depth interviews, it explores the “Stress Management”, “Work Risk”, “Opportunistic”, “Service Quality” relevance in four aspects of their practices. It integrated four aspects and 70 indicators and factors in total. Then with the aid of Delphi Method technical analysis method, it conducted two rounds Delphi of questionnaires with 100% recovery rate of 16 copies in total. Through average, standard deviation, quartile deviation, Kendall’s W verification as four convergence criteria, it deleted indicators and factors which do not match the standard on the first round and conducted the second round questionnaire analysis. Final result integrates four aspects and 56 indicators and factors in total which included aspect of “Stress Management” with 12 items in total, which holds that item of “cut tour guide’s travel expense” is the most important indicator and factor; aspect of “Work Risk” with 13 items in total, item of “company closes down without warning” is the most important indicator and factor; aspect of “Opportunistic” with 8 items in total, item of “lead members to go into the shopping stations without contracting” is the most important indicator and factor; aspect of “Service Quality” with 19 items in total, item of “spirit and attitude of engagement” is the most important indicator and factor. In short, the professional Chinese speaking tour guides consider facing the reduction of income and unstable operation of the company, and then lead members to go other shopping stations to earn more opportunities for speculation of income. However, they still hold the professional attitude as the principle to service members. Overview that all walks of life has an insufficient importance degree on the practice behavior of Chinese speaking tour guide, so we hope Chinese speaking tour guide practitioners in the future, travel industry, tourism academia, government units, all sectors of tourism industry and subsequent researches can take this research as reference, and can provide the Chinese speaking tour guides a securer working environment to enhance Taiwan’s tourism service quality, travelers’ tourist willing to visit Taiwan and create cross-strait tourism vision.