為因應國際旅遊市場人口增加趨勢,跨國、跨洲之自由行觀光旅客成長迅速,外籍旅客藉由資訊溝通科技使用,其中最經濟而有效的資訊溝通使用工具,首選非電子郵件莫屬。本研究旨在瞭解臺灣的旅行社及旅館業,對E-mail 諮詢的回覆品質的現況。 研究採用秘密研究方式,分別以自由行觀光客身份,使用中、英文電子郵件詢問臺北地區綜合旅行社及旅館有關訂房及一日遊事宜。由旅行社及旅館業回覆狀況,進行分析比較。電子郵件回覆狀況,旅行社共發70封E-mail進行詢問,中文部份回覆26封、英文部份回覆6封。由中、英文回覆相差20封,此現象反應出,在旅行社方面,訂房屬於代辦性質,且國內旅遊非主要業務,加上外語人才不足,都是造成英文回覆狀況不佳的主要因素。旅館發57封E-mail進行詢問,英文部分回覆共計41家、中文E-mail回覆共計47家,中文E-mail回覆稍高於英文之回覆。旅館業之英文回覆與中文回覆差異很小,顯示出旅館業之外語人才比較充裕,加上旅客詢問訂房是屬於旅館本身主要業務,都是回覆較積極之因素。 本研究結果顯示旅館業在E-mail回覆中文品質在個性化、反應性、有形性,都要比旅行社E-mail回覆中文品質在個性化、反應性、有形性等三構面高一些。旅館業在E-mail回覆英文品質在個性化、反應性、有形性,都要比旅行社E-mail回覆英文品質在個性化 、 反應性、有形性等三構面高許多,至於可靠性不論旅館或旅行社都低於標準值。旅館業不論中、英文郵件之回覆時間、回覆率及回覆內容品質,都比旅行社來的優異。
Backpacking has been a mainstreaming phenomenon in tourism. Recent developments in information and communications technology have provided the basis for the backpackers. Backpackers may email travel agencies and hotels to assist them find travel-related information on a website or provide information not on the site. Thus, travel agencies and hotels face the challenge to meet the customers’high expectations towards e-services. This study investigates the e-mail communication behaviour of travel agencies and hotels by using traditional-Chinese and English e-mail. Their replies in general and their reactions to inquiries were studied. A mystery study among 70 travel agencies and 57 hotels offers valuable insights. The results indicate a low response rate for travel agencies. The results on quality of the replies indicate that Hotels show higher consideration of personalisation, reliability, and responsiveness in Chinese and English e-mail. Overall hotels seem to have a better E-Mail Service Quality than travel agencies.