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題名:台灣與中國消費者評估團體旅遊服務品質因素之比較研究
作者:周淑惠 引用關係
作者(外文):Shu-Hui Chou
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2005
主題關鍵詞:服務品質團體旅遊中國
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:97
本研究問題是探討消費者所重視之團體旅遊服務品質具體要素,經由質化與量化等三階段方法找出台灣與中國地區消費者所重視之要素(attributes)並進行比較,發現兩地消費者重視的要素有明顯差異。
本研究質化階段於北京進行15家旅行社高階經理人訪談,並於中國北京地區及台灣台北地區各別舉行3場消費者焦點團體,而本研究正式量化問卷在台北與上海地區以便利抽樣方式實施取樣,採配額抽樣法(quota sampling)為取樣方式,並以年齡為控制特徵(control characteristic),分別收回有效樣本260及262份。
研究結果發現台灣GPT服務品質共萃取了七個構面40題,中國地區GPT服務品質僅萃取了六個構面26題。其中導遊、領隊、交通工具、購物安排是兩地消費者皆重視的構面,相較於台灣消費者較重視景點安排、自費活動安排、住宿安排三個構面,中國消費者較重視機場與餐飲構面。最後,針對各個構面進行討論,研究結果希望能補充既由理論的不足,並提供給旅行業作為參考。
This research examines how customers in the Taiwan and Mainland China evaluate group package tour service. It broadens traditional thinking about the components of tour packages. Ninety two group package service quality attrib-utes are identified. A sample size of 260 is set for the investigation respectively. There are significant cross-cultural differences in both the dimensions and at-tributes identified in the two cities.
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