- 學位論文
遊憩吸引力、服務品質、顧客滿意度與重遊意願之研究-以太魯閣國家公園布洛灣遊憩區山月村為例
A Study of Recreation Attractions, Service Quality, Customer Satisfaction and Revisit Intention: a Case Study Based on Leader Village Taroko at Buluowan Recreation Area in Taroko National Park
摘要
摘要 學號：N10250029 總頁數：139 論文名稱：遊憩吸引力、服務品質、顧客滿意度與重遊意願之研究-以太魯閣國家公園布洛灣遊憩區山月村為例 學校名稱：國立屏東科技大學 系(所)別：農企業管理系研究所 畢業時間及摘要別：103學年度第2學期碩士學位論文摘要 研究生：黃瑞諒 指導教授：林永順 博士 論文摘要內容： 山月村自2004年9月正式營運，至今已達10年，是太魯閣國家公園內唯一的委外經營休閒旅店，亦是台灣第一家邁入國際STEP永續生態認證標章(STEP Eco-Certification)的本土飯店。本研究目的在探討太魯閣國家公園布洛灣遊憩區山月村顧客背景特徵，並比較遊憩吸引力、服務品質、顧客滿意度與重遊意願上的差異情形，探討上述所提四個構面之相關性。研究對象為布洛灣遊憩區山月村406位住宿顧客，進行問卷調查。 本研究以敘述性統計(descriptive statistics)、皮爾森積差相關(Pearson Product-moment analysis)、信度分析(reliability analysis)及單因子變異數分析(one-way ANOVA)、t檢定(t-test)、路徑分析(path analysis) 等統計方法進行分析，歸納出結論並提出管理意涵與具體建議。 結論如下：遊憩吸引力、服務品質對顧客滿意度有顯著的直接影響；遊憩吸引力、顧客滿意度對重遊意願有顯著的直接影響，影響顧客滿意度總效果值，較大者為服務品質；影響重遊意願的總效果值，較大者為顧客滿意度。而本研究結果，服務品質對重遊意願影響的直接效果不具顯著性，需透過「顧客滿意度」中介變數之間接效果方達到顯著影響重遊意願。 根據本研究之結果與結論，分別對業者及業務主管機關提出幾項建議。給業者的建議為：(一)設計套裝活動與行程，延長顧客停留天數。(二)持續維護安全、舒適的服務設施。(三)提升服務品質、顧客滿意度以增加顧客之重遊意願。(四)運用網路科技，善加經營顧客群進行網路行銷。給業務主管機關的建議為：(一)提供清楚的動線指引與導覽解說牌示。 (二)改善道路便利性，增加公車班次並要求其準時。(三)考量契約訂定優惠價以配合公部門活動辦理。 關鍵字：遊憩吸引力、服務品質、顧客滿意度、重遊意願
並列摘要
Abstract Student ID：N10250029 Total pages：139 Title of thesis：A Study of Recreation Attractions, Service Quality, Customer Satisfaction and Revisit Intention: a Case Study Based on Leader Village Taroko at Buluowan Recreation Area in Taroko National Park Name of the Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology Graduation date：June, 2015 Degree Conferred：Master Name of student：Huang, Ruey-Liang Adviser：Dr. Lin, Yeong-Shenn The contents of abstract in this thesis： It has been 10 years since Leader Village Taroko officially operated in September 2004. It is the only outsourced private hotel (an operate-transfer (OT) system) in Taroko National Park, and is also Taiwan's first local hotel with the international STEP (Sustainable Tourism Eco-Certification Program) mark. This study aims to investigate the Taroko National Park Buluowan Recreation Area— Leader Village Taroko customer’s background characteristics, and compare the differences of recreation attractions, service quality, customer satisfaction and revisit intention to explore the correlation between the above mentioned four items. The study is based on 406 customers’ questionnaire stayed at Buluowan Recreation Area— Leader Village Taroko. In this study, descriptive statistics, Pearson Product-moment correlation analysis, reliability analysis and single-factor analysis of variance (one-way ANOVA), t-test, path analysis and other statistical methods are used. We provide management implications and specific suggestions after summarized the conclusions. As shown from the analysis, we have the following conclusions: recreation attractions and service quality have positive significant direct influences on customer satisfaction. Recreation attractions, customer satisfaction have positive significant direct influences on the revisit intention. The higher total effect on customer satisfaction is service quality. The higher total effect on revisit intention is customer satisfaction. The result of path analysis showed that service quality has no significant effect on revisit intention, but has an indirect effect through an intermediary factor which is the "customer satisfaction." According to the results and conclusions of this study, it can be provided several suggestions to the outsourcing manager and government authorities. To the outsourcing manager’s proposals are: (A)design events and travel packages for increasing the customer extended stay (B)continuingly maintain a safe and comfortable amenities. (C)improve service quality, customer satisfaction in order to increase the customer's revisit intention. (D)use of the Internet technology and manage customer groups through online marketing system. Suggestions to the government authorities are: (A)provide clear indication and interpretation signs. (B)improve the convenient traffic, increase more bus running schedules, and demand bus arrival punctuality. (C)consider the signing of the contract for the special discount to meet with activities held by the government authorities. Keywords: Recreation Attractions, Service Quality, Customer Satisfaction, Revisit Intention