溫泉觀光服務品質及遊客行爲之相關研究－以六龜寶來溫泉區爲例

A Study of the Relationship between Service Quality and Visitors' Behavior for Hot Spring Tourism-A Case of Liukuei and Polaris Hot Spring Area

蔡長清(Chang-Ching Tsai) ； 陳盈成(Ying-Cheng Chen)

《商業現代化學刊》 5卷2期 (2009/11) Pp. 27-37

https://doi.org/10.6132/JCM.2009.5.2.03

摘要

本研究主要探討遊客對溫泉觀光服務品質認知、旅遊行爲及其間之關係，研究對象以到訪六龜寶來溫泉區，年滿15歲以上使用溫泉之遊客爲主。在2009年5~6月進行問卷調查，問卷內容包含遊客基本資料、旅遊特性、服務品質滿意度及整體滿意度等。有效問卷爲355份，有效回收率達86.1%。資料分析方法包含描述性統計分析、單因子變異數分析、皮爾森相關分析與多元廻歸分析。其研究結果顯示：
1.六龜寶來溫泉區遊客以居住在南部地區、20-29歲、平均月收入在40，000元以下、未婚女性學生，同行人數爲5人或以上居多，大多爲初次到訪，普遍認爲景色風光和溫泉特色二項是六龜寶來溫泉區最具吸引力之處。
2.遊客服務品質滿意度四構面中，以「溫泉品質」平均值最高，其次爲「環境品質」及「設施品質」，數值最低的則爲「人員品質」，可見人員服務部份爲整體主要尚待改善之處。
3.遊客年齡及到訪次數在服務品質滿意度及整體滿意度有顯著差異，到訪次數較多且較年長的遊客之滿意度較高。
4.各觀察變項影響力分析顯示，溫泉區的服務品質滿意度（溫泉品質、人員品質、設施品質及環境品質）會影響遊客整體滿意度。

關鍵字

服務品質 ； 溫泉 ； 行爲

並列摘要

The purpose of this study is to investigate the perceived service quality and travel behavior of the users for hot spring tourism. The subjects were users visited Liukeuei or Polaris hot spring area who were 15 or older during May to June, 2009. A questionnaire includes personal information, travel characteristics, service quality and total satisfaction was submitted to the subjects. A number of 355(81.6%) completed questionnaires were returned. This study used descriptive statistics, one-way ANOVA, Person's Relationship and Multi-regression analysis to analyze collected data. The results are as follows:
1. The most of the subjects were 20-29 single female students living in Southern Taiwan. Most of the subjects visited first time and came with group more than 5 people. They thought natural scenery and hot spring features were the major attractions.
2. As to the dimensions of service quality, the highest perceived satisfaction was hot spring quality. The lowest perceived satisfaction was personnel quality. Perceived environment quality or facility quality were in the middle.
3. Age or visit frequency has significant difference in perceived service quality or total satisfaction. In other word, Those who visited more or were older had higher perceived satisfaction.
4. The multi-regression analysis showed that perceived service quality (hot spring quality, personnel quality, facility quality and environmental quality) would affect users' total satisfaction.

並列關鍵字

Service Quality ； Hot Spring ； Behavior