我國盛行的旅遊活動中,溫泉旅遊是國際觀光客最常選擇從事的旅遊活動之ㄧ,然而目前國內的溫泉旅遊相關研究大多仍以國人的角度進行探討,針對國際觀光客的研究可說是極為缺乏。故本研究選定歷年來佔台灣國際觀光客中最大比例、且熱愛溫泉旅遊之日本觀光客為研究對象,希望藉此改善國內溫泉旅館的整體品質。 本研究以北投溫泉區及其內合法立案之28家溫泉旅館為研究範圍,並參考相關文獻確立研究問卷之四大構面(有形性、可靠性、反應性、同理心與保證性)及26項要素項目,以問卷調查法集中於2008年冬季進行實地訪查,共回收有效問卷395份。 經t檢定及單因子變異數分析結果顯示,遊客特性對遊客重視的服務品質要素具顯著差異之假設部分成立;遊客特性對行為意向三項變項:遊客滿意度、重遊及推薦意願具顯著差異之假設皆為部分成立;遊客滿意度對重遊及推薦意願具正向影響之假設則皆成立。 另以重要度績效分析歸納出三項關鍵服務品質要素:「服務人員可靠地處理遊客之問題」、「業者很重視遊客之心聲(主動詢問顧客或進行消費調查)」、「無障礙空間之設置及親子廁所之設置(設有特殊顧客照顧的服務)」,此外亦輔以差距分析將「衛生且清潔之溫泉設施」和「完備之消防安全設施」兩要素列為次關鍵服務品質要素,並依此結果提出如何讓北投溫泉旅館有效率地改善整體服務品質,進而提高日本觀光客滿意程度、重遊意願及推薦意願之建議。
Hot spring tourism is one of the most popular tourism activities of foreign tourists in Taiwan. However, the researches about hot spring tourism in Taiwan rarely adopt the opinions of foreign tourists but those of local residents. Japanese tourists are chosen as the research targets since they not only have been the greatest number of foreign tourists visiting Taiwan over the years, but particularly love hot spring tourism. The study aims to improve the quality of hot spring tourism in Taiwan by adopting Japanese tourists’ comments. 28 legal hot spring hotels in Beitou hot spring area were chosen to be the scope of this study, and the questionnaire survey focused on the winter 2008, and 395 valid questionnaires were recovered. The Important-Performance Analysis concludes three critical factors of service quality, “Reliability in handling customer’s problems”, “Have the best interests of customers at heart (have the initiative to understand customers)”, “Barrier-free space and parent-child toilets (services for special customers) “. In addition, gap analysis was applied in this study to categorize two factors, “Hygiene and cleanness of hot spring facilities” and “Availability of adequate fire and first aid facilities and instructions”, as secondary critical factors of service quality. Finally, this study suggested the hot spring hotels in Beitou area how to improve service quality efficiently so as to augment the satisfaction degree of Japanese tourists based on the research conclusion.
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