廬山涵碧莊溫泉飯店遊客對設施重建後滿意度與重遊意願調查研究

A study of the visitors'' satisfaction, and revisting willingness toward the reconstructed HAN BI JUN hot spring hotel

曾怡喬(Yi-Chiao Tseng)

指導教授 ： 李素箱

朝陽科技大學/管理學院/休閒事業管理系/碩士(2010年)

摘要

本研究旨在探討廬山涵碧莊溫泉飯店遊客對設施重建後滿意度與重遊意願之情形，以問卷調查法做為資料收集之工具，針對98年11月至98年12月期間至涵碧莊飯店住宿遊客為研究對象，共發出420份問卷，扣除20份填寫不完全之問卷，有效問卷400份，有效回收率達95.2%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析與多元迴歸分析後，得如下結果：
一、廬山涵碧莊溫泉飯店遊客以男性、已婚者、年齡介於26-35歲、大專教育程度、服務業者、月收入介於2-4萬元以下者及居住中部地區者為多數。另外，遊客對重建後設施滿意度方面，整體程度為3.78，其中遊客滿意度以「飯店服務人員整體親切度讓您滿意」最高，「員工有整潔和專業的儀態(外表)」次之，而「飯店娛樂設施種類較不足」為最低。遊客重遊意願為3.83，顯示涵碧莊溫泉飯店設施及服務品質，仍有待強化之空間。
二、遊客的「教育程度」、「目前居住地」、「第幾次到飯店」、「同遊人關係」、「旅遊預算」、「旅遊天數」等項，在滿意度上均達到顯著差異。
三、遊客對廬山涵碧莊溫泉飯店的「軟硬體設施」、「人員服務水準」及「整體經驗感受」等項的滿意度與重遊意願呈現正相關。

關鍵字

滿意度 ； 廬山涵碧莊溫泉飯店 ； 重遊意願

並列摘要

The primary research of this study focuses on the customer satisfaction and revisit willingness among guests of the rebuilt Lushan Han-Bi-Jung Hot Spring Hotel in Taiwan. It was based on questionnaire survey and the response rate is 95.2%. In 400 valid questionnaire dated from November to December 2009, most guests are male, married, aged 26-35, college/university education, monthly income 20-40 thousand NTD and living in central Taiwan. The questionnaire data were analyzed by Descriptive Statistics, Interdependent-Samples t Test, One-Way ANOVA and Multiple Regression Analysis. The first, results reveal that the overall satisfaction is 3.78. The highest is the friendliness of staff, the next is the neat and professional appearance of staff; but the types of entertainments is the lowest. It indicates the hotel has to improve the facilities and quality of service to meet customer needs. The second, ‘education’ ‘domicile’ ‘frequency of visit’ ‘relationship of accompany’ ‘budget’ and ‘duration of stay’ of customer in relation to their satisfaction are high significance level. At last, ‘facilities’ ‘service of staff’ and ‘overall experience’ are positive correlated to the customer satisfaction and revisit willingness.

並列關鍵字

satisfactio ； HAN BI JUN hot spring hotel ； Customer

參考文獻

林若慧、陳澤義、劉瓊如(2003)。海岸型風景區之旅遊意向對遊客行為意圖之影響：以遊客滿意度為仲介變數。戶外遊憩研究，16(2)，1-22。

於忠苓(2003)。台灣中部溫泉區遊客重遊意願之研究。臺中健康暨管理管院經營管理研究所碩士論文，未出版，台中縣。

Dorfman, P.W.(1979).Measurement and meaning of recreation satisfaction：A case study in camping. Environment and Behavior,11(4),483-510.

Oilver, Richard L. And W. S. Desarbo(1988), Respones Determinants in Satisfaction Judgment, Journal of Consumer Research, 14,41-50.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L.(1985). A conceptual model of service quality and its implication for future research. Journal of marketing, 49(4), 41-45.