就服務業來說,與客戶建立長期、有意義的關係是行銷的主要目的(Berry,1983),而溝通互動更是客戶關係管理的核心。隨著資訊通訊技術(Information and Communication Technologies,簡稱ICT)的發達,有越來越多的企業以電子郵件(電子郵件)做為內部溝通與客戶聯繫之用的管道,甚至將電子郵件作為行銷的工具。本研究為因應國內外旅遊市場人口增加,且採自助旅行觀光旅客成長迅速等趨勢,主要以國內觀光產業中各公、民營旅遊目的地管理機構(Destination Management Organizations,簡稱DMO)為對象,檢測遊客若以不同語言(文字)的電子郵件詢問旅遊相關資訊(如行程、交通、食宿等建議及有否無障礙設施服務)時,其回覆的狀況,藉此來瞭解其對DMO電子郵件的使用情形及回覆品質。 本研究採用秘密的研究方法,以自助旅行觀光客身份,分別使用繁體中文、英文及簡體中文電子郵件詢問,依其回覆狀況,採用內容分析法進行分析比較。研究發現,不論公、民營旅遊目的地管理機構,在繁體中文、英文電子郵件回覆數量和品質上都不理想,尤其公部門在繁體中文的回應上更是出其的低,卻反而在簡體字的反應上超乎預期,居所有回覆率之冠。公、民營旅遊目的地管理機構應善用電子郵件,以加強與遊客間的溝通聯繫,並藉此提高服務品質。另外,應加強培養服務人員之外語能力,以迅速邁向國際化。
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 Destination Management Organizations (DMOs) to assist them find travel-related information on a website or provide information not on the site. Thus, DMOs face the challenge to meet the customers’high expectations towards e-services. This study investigates the e-mail communication behaviour of public and private tourism DMOs by using traditional-Chinese, simplified-Chinese and English e-mail. Their replies in general and their reactions to inquiries were studied. A mystery study among 48 public and 75 private tourism DMOs offers valuable insights. The results indicate a low response rate for both types of DMOs. Public tourism DMOs seem to have a better E-Mail Service Quality to simplified-Chinese inquirer.