歷史建築委外經營之服務品質實證分析-以林懋陽故居為例

自《促進民間參與公共建設法》施行後，政府引進民間企業經營理念與專業管理，推動公有文化資產之政策已成主流，目的為減輕財政負擔、創造可觀經濟收益且帶動文化觀光風潮，同時賦予文化資產新生命；然不乏有委外經營者對於文資營運管理雖充斥理想熱忱卻普遍存在資金不足、行銷定位模糊、服務品質不善等問題，導致營運成果無法達到預期甚而產生虧損、倒閉之現象。如何將文化資產甦醒之靈魂，注入真實、活躍及永續性的生命力？將是未來研究亟需討論的議題。卓越的經營管理與服務品質是永續經營的不二法門。本研究透過訪談、專家意見，以HISTOQUAL量表理論基礎，制訂衡量歷史建築服務品質量表，針對歷史建築林懋陽故居經營團隊及遊客進行問卷調查，以瞭解林懋陽故居委外經營的服務品質現況，並從經營團隊與遊客對服務品質的認知差異性提出改善建議。分析方法採用信度分析、成對樣本T檢定、Pearson相關分析及IPA分析法。研究結果顯示︰本研究制訂之歷史建築服務品質衡量量表具有極高的可信度。歷史建築林懋陽故居委外經營服務品質現況，整體而言已接近肯定但仍有加強改善的空間。經營團隊與遊客對服務品質認知差異優先改善項目為︰1.交通及停車便利、2.地理位置容易搜尋、3.建築內部空間展覽、4.參觀動線清晰、5.提供年長者及行動不便者需求。

關鍵字

歷史建築；委外經營；服務品質；林懋陽

並列摘要

Since the implementation of the Act for Promotion of Private Participation in Infrastructure Projects, the government has been focused on implementing policies that promote business concepts of private enterprise and developing the public culture. The purpose of the policy is to create considerable economic growth, government revenue, to develop public interest in cultural trends and assets, and to give new life to cultural works. However, many outsourcing operators who are full of enthusiasm still face problems such as insufficient funds, vague marketing strategies, and poor service quality. This has led to the failure to meet performance expectations resulting in losses or bankruptcies. How to revive the soul of cultural sites and works, and inject them with real, active and sustainable vitality is an issue that is worth exploring in future studies. Sustainable operation is only possible through excellent management and service quality. Based on interviews, expert opinions, and the theoretical basis of the HISTOQUAL scale, this study developed a novel scale for measuring the service quality of historical buildings. Questionnaire surveys were conducted on the management team of the former residence of Lin Maoyang, the historic site, and tourists to understand the current service quality of the outsourced operation of this site. Additionally, suggestions are proposed to address the differences between the management team and tourists' perceptions of service quality. The analysis method adopted by this study includes reliability analysis, paired T-tests, Pearson correlation analysis, and IPA analysis. The results show that the historic building service quality scale developed by this study has extremely high credibility. The service quality of the outsourced operation of the former residence of Lin Maoyang, a historic site, is generally close to ideal, but there is still room for improvement. Regarding the difference between the management team and the tourists’ perceptions of service quality, the areas that can be improved are: 1. The convenience of transportation and parking; 2. Provide helpful and easily understood directions to the site; 3. The inside space of the exhibition building; 4. A smooth traffic flow; 5. Meet the needs of the elderly and those with disabilities.