遊憩區服務品質模式驗証之研究

Examining the Service Quality Model for Recreational Area

歐聖榮(Sheng-Jung Ou)

《觀光研究學報》 1卷3期 (1995/09) Pp. 1-27

https://doi.org/10.6267/JTLS.1995.1(3)1

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人工遊樂設施為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參考。
研究之方法係採問春調查方式，針對劍湖山世界之遊客進行等距抽樣調查，共得613份有效問卷。資料分析則採用頻度分析、因素分析、變異數分析、T檢定及相關分析等統計技術。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」、「員工服務意願」、「區內設施狀況」及「經營管理效率」等四個要素。
此結果與在惠蓀林場之以自然資源為導向的遊憩區服務品質研究中所得之結果並無太大的差異，顯示由上述四個要素構成之服務品質模式確實可適用在國內的自然或人工設施之遊憩區中。

關鍵字

服務品質模式 ； 感受 ； 期望 ； 因素分析 ； 遊憩

並列摘要

The main purpose of this study was to understand the visitors' perception and expectation about the service quality of the facility-oriented recreational area based on the model of service quality which was developed by Parasuraman, Zeithamal, 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 to collect data from visitors of Janfusun Fancy World. Visitors were sampled by systematic sampling method, and 613 valid samples were obtained. Data was analyzed by frequency analysis, factor analysis, T-test, oneway analysis of variance, and correlation analysis. The results showed that visitors used four main factors, in1uding ”Service ability and attitude of the staff”, ”Service willingness of the staff”, ”Condition of the physical facilities and equipment” and ”Efficiency of management policy”, to evaluate service quality.
In comparison with the results of previous service quality study on the natural-resource-oriented recreational area, there were no significant differences of service quality factors between two different types of recreational areas. It indicated that four above- mentioned factors could be seen as components of the service.

並列關鍵字

Service Quality