陸客來臺觀光旅遊服務品質與忠誠度之探討-以導遊專業職能為中介變項

A Study of Service Quality and Loyalty for Chinese Tourists in Taiwan：Professional Competence of Tour Guides as an Intermediary Variable

蕭素珍(Su-Cheh Hsiao)

指導教授 ： 林志偉 ； 李素箱

朝陽科技大學/管理學院/休閒事業管理系/碩士(2016年)

摘要

本研究旨在以導遊專業職能為中介變項，探討陸客來臺觀光旅遊服務品質與忠誠度之關係，並瞭解不同背景變項陸客之差異情形。以參加團體赴臺旅遊之陸客為研究對象，採便利抽樣方式進行問卷調查，共計發放420份問卷，回收有效問卷384份，有效回收率為91.43%。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、中介效果檢定、多元迴歸分析等進行資料分析，獲得結果如下：來臺觀光陸客對臺灣「交通」服務品質感受最好，且對於導遊「專業態度」之感受最佳，反應「行為忠誠」的回饋最高；陸客在旅遊服務品質除了性別不具差異外，其他變項呈現不同差異表現；陸客職業、居住地、月所得、旅遊團費對導遊專業職能會有不同差異。另外本研究發現，導遊專業職能在旅遊服務品質與遊客忠誠度之間具中介效果，旅遊服務品質能正向影響來臺陸客忠誠度，同時旅遊服務品質能正向影響陸客知覺導遊專業職能，而陸客知覺導遊專業職能正向影響其來臺旅遊之忠誠度。最後依據本研究結果提出建議，供給相關單位及旅行業參考，以提升接待大陸觀光客之經濟效益。

關鍵字

優質行程 ； 團體旅遊 ； 旅行業

並列摘要

The main purpose of this research was aim to discuss the relationship between tourism service quality and loyalty, as well as the differences under variable personal backgrounds. Taking the convenient sampling as method to conduct questionnaire. Four hundred twenty questionnaires were sent to grouping Chinese tourists traveling in Taiwan. A total of 384 valid questionnaires were received, yielding a 91.43% effective rate. In this study, we use narratively count, independent sample t test, single factor variable analysis, mediation effect test, multi-return analysis to analyze the data. The results of factor analysis indicate that in the service quality aspect, transportation part takes the greatest evaluation; professional attitude get the highest feedback in the professional competence of tour guide aspect. Almost all the variables of demographic characteristics have great influence on service quality and the professional competence of tour guide, while gender of the Chinese tourist has no influence on travel service quality. Furthermore, this research discovered professional competence of tour guide mediated the effect between services quality of tourism and tourist loyalty. The result of this study indicated that services quality of tourism and Chinese tourists perceived the professional competence of tour guide have significant influence on tourist loyalty. The result also shows that services quality of tourism has positive impact on Chinese tourists perceived the professional competence of tour guide. According to the conclusions of the study, some recommendations were presented to the related agencies and apply the result of the study to the others tourism organizations to enhance the economic benefit of Taiwan by hosting the Chinese tourist in proper service.

Key words：Travel industry, Group travel, Quality travel

並列關鍵字

Quality travel ； Group travel ； Travel industry

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