以自然資源為導向之遊憩區服務品質之研究

A Study on the Service Quality for Natural-Resource-Oriented Recreational Areas

歐聖榮(Sheng-Jung Ou) ； 許君銘(Chun-Ming Sheu)

《戶外遊憩研究》 7卷1期 (1994/03) Pp. 81-104

https://doi.org/10.6130/JORS.1994.7(1)5

摘要

本研究主要目的是利用Parasuraman等學者提出之服務品質研究模式來了解遊客在以自然資源爲導向的遊憩環境中從事遊憩活動時，對遊憩區服務品質之感受及認知，以提供經營管理者提升其服務品質時之參考。
研究之方法係採問卷調查方式，針對惠蓀林場之遊客進行等距抽樣調查，共得663份有效問卷。資料分析別採用因素分析、T檢定、單因子變異數分析等統計技術。研究結果顯示遊客於評估遊憩區之服務品質優劣時，主要之依據分別是「員工服務能力與態度」、「區內設施狀況」、「且是替管理效率」及「員工服務意願」等四個要素。本研究亦發現，不同背景之遊客，其對服務品質之需求與感受，存在著部份認知主的差異；而遊客所從事之遊憩活動形態不同（如停留時間、遊程型態、造訪次數等），其在服務品質感受與評估向度之認知上，亦有不同的看法。

關鍵字

服務品質模式 ； 感覺 ； 期望 ； 因素分析 ； 遊憩

並列摘要

The purpose of this study was to understand the customers' perception and expectation about the service quality of recreational areas based on the model of service quality which was developed by Parasuraman, Zeithaml, and Berry. According to the study results, we hope managers of recreational areas could improve their service and provide a high recreation quality in concordance with visitors' needs.
Questionnaire survey was used as a major method to collect data from visitors of Hui-Sun Experimental Forest Areas. Visitors were sampled by systematic sampling method, and 663 valid samples were selected. Data was analyzed by factor analysis, T-test, oneway analysis of variance, and correlation analysis. The results showed that visitors used four main factors, including ”Service ability and attitude of the staff”, ”Condition of the physical facilities and equipment”, ”Efficiency of management policy”, and ”Service willingness of the staff” to evaluate service quality.
The tests of hypotheses revealed that the visitors' perception end expectation of service quality were significantly influenced by their characteristics (ex. gender, marriage, occupation, age, and so on ); also, they were significantly influenced by visitors' stay time, travel times, and travel style in their recreational experience.

並列關鍵字

Service Quality Model ； Perception ； Expectation ； Factor Analysis ； Recreation