導遊服務特性之研究-以台灣與大陸遊客為例

從西元2001年開始全面實施周休二日與2002年開放大陸人士來台觀光至今，旅遊觀光的人是越來越多，民國100年政府推出：『旅行台灣、感動一百』(交通部觀光局建國百年推動觀光產業發展計劃)，讓2011年來台旅客再創新高，多達608萬7千人次(交通部光觀局，2012)。觀光事業是一種綜合性的事業，如果說旅行業是觀光事業的核心，那導遊人員則是旅行業接待工作的支柱，是整個旅遊接待工作中最關鍵的工作人員(林燈燦，2007)。旅遊人數日益增加，導遊的工作亦隨之增加。本研究探討旅客對觀光導遊服務特性的重要程度為何，讓導遊了解旅客要的是什麼，並分析台灣旅客與大陸旅客所重視之導遊服務特性是否有差異。本研究主要利用問卷調查方式，經由敘述性統計來判別台灣與大陸所重視之導遊服務特性，並利用T檢定來判別台灣與大陸所重視之導遊服務特性是否有差異。其研究結果發現，台灣方面較重視「餐廳」、「旅遊景點」，而在大陸方面則較重視「遊覽車」、「旅遊景點」，希望藉由本研究實驗結果，讓觀光導遊更了解其台客與陸客之間的差異性，達到最高的顧客滿意度。

關鍵字

導遊服務特性；滿意度； SPSS ； T檢定

並列摘要

A tour on two-day weekend already has become a Taiwan normal leisure style; in addition, the government allows Mainland China tourists to visit Taiwan in 2002. Those facts boost the Taiwan tourism industry. The number of tourists who visited Taiwan reached a highest record of 6,080,007 in 2011, and most of them came from Mainland China. The tour guides are the backbone of the tourism industry, and they should understand the expected tour guide service features from their customers; therefore, they can provide better service. There are 6 tour guide service features were considered in this research, including the tour bus, scenic spots, custom and tradition, restaurants, accommodations, and shopping tour arrangement. Total 80 questionnaires were collected from local Taiwan tourists and Mainland China tourists. First, descriptive statistics was used to describe the characteristics of those tourists. Afterward, SPSS software was used to perform T-test to distinguish important tour guide service features between Taiwan tourists and Mainland China tourists. The result shows that restaurants and scenic spots are considered the most important tour guide service features by Taiwan tourists, and the tour bus and scenic spots were considered the most important tour guide service features by Mainland China tourists. The expected tour guide service features with significant difference between Taiwan and Mainland China tourists are the tour bus and shopping tour arrangement.