本研究旨在運用平衡計分卡的概念,建構適用於接待大陸人士來臺觀光旅行社之華語導遊人員績效評估系統。依據平衡計分卡原理將導遊人員績效評估歸納為財務、顧客、內部流程、學習成長共四個構面,採用德爾菲法調查與建構華語導遊人員績效評估之關鍵指標因素,總共進行三回合的德爾菲法調查。經由深入調查後發現,旅客滿意程度和購物、自費等財務構面是左右導遊人員績效評估的關鍵因素;因此,旅行社非常重視此部分所產生的績效。最後,本研究結果提出23項以公司立場對於華語導遊人員進行績效評估時的決定性指標因素,各指標因素與旅行社需要是相符合的,而此華語導遊人員績效評估指標因素的建構則是一項革新績效評估方式,結合傳統財務式的短期績效優點,加入非財務式指標多方面評估,可有助提升公司競爭力及團體的盈餘。
The purpose of this study is to investigate the performance measurement systems for empirically measuring the Chinese tour guide performance of inbound travel agencies based on the framework of the Balanced Scorecard(BSC). Applying the revised BSC approach developed by Kaplan and Nortn on the construct of measuring tour guides’ performance has not been popularized by previous researches. The three-round expert Delphi approach is employed in this study to develop and confirm the four dimensions. This study also builds up indicators of measuring tour guide’s performance. There are 23 crucial indicators proposed in this study. The results of research verify the constructs of the Balanced Scorecard. Both dimensions and indicators confirm their appropriateness in terms of practical and theoretical consideration.
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