透過您的圖書館登入
IP:54.166.141.52
  • 學位論文

國民旅遊卡使用者消費行為特性與滿意度關係-以臺中縣公務人員為例

Relationship between Characteristics of Consumption Behavior and Satisfaction of National Travel Card Users - A Case Study of Taichung County Public Officials

指導教授 : 湯幸芬
若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


近年來,台灣經濟快速發展,國人生活品質不斷提昇,可選擇的休閒活動非常多。中部地區由於受到1999年「921地震」影響,使得觀光產業流失許多遊客,商業活動嚴重蕭條,失業率攀升,政府為此擬定諸多振興經濟方案,公務人員休假旅遊補助於2003年1月改採「國民旅遊卡」即是推行政策之一,主要目的是希望每位公務人員把休假旅遊補助費用於觀光旅遊行業,幫助改善經濟景氣;但國民旅遊卡政策規定不夠完備、持用者也未明白政策推行之意涵,致衍生許多的問題,讓一項原本立意良善的政策變調。 本研究以臺中縣政府及臺中縣21鄉鎮市公所公務人員為研究對象,依檢核系統中的12大行業、王志剛與謝文雀5W1H理論及Westbrook等人的滿意度理論作成問卷,研究發現:國民旅遊卡以「購物」的比例最高,另休假天數以「2天」佔多數,消費頻率以實用性的消費為主,如加油站、服飾業及餐飲業等為主,滿意度則分為「行政措施」、「特約商店」、「消費資訊」、「休閒旅遊」等4構面,但每個構面總平均值介於2.66至3.36之間,整體滿意度偏低,公務人員使用國民旅遊卡時相關特約商店不夠普遍,可購買品項太少,且折扣與優惠無法和一般商店相題並論,導致消費時受到限制,影響國民旅遊卡的使用滿意度;其中以消費頻率為探討問題以旅宿業、交通運輸業及旅遊區及博物館業與滿意度有密切相關,全部呈顯著相關,運動場業、身心障礙者服務業則無顯著相關;而消費行為特性之消費方式與滿意度之分析,結果指出消費方式為「參加旅遊套裝行程」的國民旅遊卡使用者明顯高於「購物」。 藉本研究結果,除了提供行政院人事行政局修訂公務人員休假補助規定,以改善國民旅遊卡使用規定,提升使用滿意度外,並由公務人員帶動國內旅遊之相關協助措施,以利振興觀光相關產業之發展,對景氣復甦更能夠有所助益。

並列摘要


With the high progress of economy, the quality of living has been promoting continuously in Taiwan in recent years. There are also more choices of leisure activities for Taiwanese people nowadays. Due to the effect of“921 Earthquake” happened in the central area of Taiwan in 1999, the Tourism here have lost their visitors; local business has been facing the recession; the rate of unemployment has been raised. Local government plots several plans in order to revive the sleeping economy here. One of these policies is to replace public officials’ vacation travel subsidy with “National Travel Card” which was carried out from Jan. 2003. The main purpose of this project is to encourage official staff to use their vacation travel subsidy on helping the recessional Tourism so that the economy may become prosperous as the past. However, because of the incomplete regulations and the misconception of the meaning of publishing this “National Travel Card” by the card-holders, many problems have been occurred. It results in a good-willed policy turn negative. This research took the public officials from 21 town/city governments in Taichung County & Taichung City as the object of study, including questionnaire based on the 12 main professions in the Examination System, 5W1H theory by Chi-Kan Wang & Wen-Chuai Hsieh, and Satisfaction theory by Westbrook etc. According to the result of this research, the highest proportion of National Travel Card falls in “Shopping.” The most common vacation days the official staff applied is “2 days.” The frequency of shopping gives priority to practical consumption, such as gas station, clothing, and dining. Satisfaction may be divided into 4 aspects such as Administration Measures, Contracted Shops, Consuming Information, and Leisure Travel. The average of each aspect is between 2.66~3.36, and the total satisfaction is low. A public official staff may encounter the problems as the following mentioned while he uses the National Travel Card. First, the contracted shops are not common enough. Secondly, the consumable choices are too limited. Thirdly, the discount is not comparable to general stores. The three items mentioned above may affect the satisfaction of using National Travel Card because of its consuming limitation. The consumption frequency on Accommodation, Transportation, Travel Area and Museum industries are closely and obviously related to consuming satisfaction whereas it is not apparently related to Sports Ground and the service industries for Physical . As for the consumption behavior quality and satisfaction analysis, the result points out that the National Travel Card holders prefer the consumption style of “participating package trip” than “Shopping.” The result of this research enables Central Personnel Administration to amend the stipulation of the public official vacation subsidy, and to improve the usage of National Travel Card so as to promote the consuming satisfaction. Also, it is to forward domestic traveling by National Travel Card holders for the purpose of benefiting the development of Tourism and to boost the economics.

參考文獻


16.胡思聰,(2004),公務人員「假旅遊真刷卡」案評議,財團法人國家政策研究基金國政評論。
26.陳世圮,(2003),國民旅遊卡如何導回正途,財團法人國家政策研究基金國政評論。
6.呂啟元,(2002),國民旅遊卡制度之評估,財團法人國家政策研究基金會。
48.歐正聰,(2007),羽球場館消費者消費滿意度之研究-以臺北市地區爲例,運動與遊憩研究 1卷4期 。
21.黃恆獎、李佳璋(1997),產品績效指標、消費滿意度及購後行為之整合分析,臺大管理論叢,第8卷第1期,臺北。

被引用紀錄


葉承涵(2016)。全國特殊教育學校兼任行政教師使用國民旅遊卡休閒認知與休閒效益之相關研究〔碩士論文,逢甲大學〕。華藝線上圖書館。https://doi.org/10.6341%2ffcu.M0319667

延伸閱讀