國際觀光客與餐旅服務人員互動之研究

觀光飯店業在性質高且競爭白熱化的環境下，如何利用差異化的行銷策略獲取顧客願意往來互動之機會，是觀光飯店業者經營的一項重要關鍵因素。餐飲業消費者的替代選擇眾多，顧客忠誠度自然不易培養；顧客流動性高，飯店服務業屬於與國際觀光客來台觀光高接觸性之行業，服務人員在服務的過程中扮演非常重要的關鍵人角色，服務人員的服務態度、表現亦是影響觀光客對台灣印象的重點。本研究以餐旅服務人員為對象，進行深度訪談資料樣本蒐集，研究參與者均為現職餐旅人員，共計11人次。研究結果顯示：多數時間客人給的第一印象，會讓餐旅從業人員有拒絕服務的念想，或因自身的語言能力對顧客的服務產生畏懼，但餐旅業本是一個需團隊合作的行業，公司需要透過妥善的規劃，協助從業人員提升素質水平，才不易造成過多的差異性。

關鍵字

第一印象；餐旅從業人員；拒絕顧

並列摘要

In an environment of high nature and fierce competition, how to use differentiated marketing strategies to obtain opportunities for customers to interact with each other is an important key factor in the operation of the tourist hotel industry. There are many alternative choices for consumers in the catering industry, and customer loyalty is naturally not easy to cultivate; customer mobility is high, and the hotel service industry is an industry that has high contact with international tourists visiting Taiwan. Service personnel play a very important key in the process of service. People's roles, service attitudes and performance of service personnel are also the key points that affect tourists' impression of Taiwan. In this study, catering service personnel were used as the object to collect in-depth interview data samples. The participants in the study were all current catering personnel, with a total of 11 person-times. The results of the research show that most of the time, the first impression given by guests will make the hospitality practitioners think of rejecting service, or fear of customer service due to their own language skills, but the hospitality industry is an industry that requires teamwork. , The company needs to help employees to improve their quality through proper planning so that it is not easy to cause too many differences.