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題名：旅遊服務品質之量化分析
作者：Phanee Thipwong
作者(外文)：Phanee Thipwong
校院名稱：亞洲大學
系所名稱：經營管理學系
指導教授：黃永強
學位類別：博士
出版日期：2021
主題關鍵詞：供應鏈關係；意願調查價值評估法；狩野模型分析；公共交通；五星級酒店；文化遺產；台中；清邁；台南；Supply Chain Relationship；Contingent Valuation Method；Kano Model Analysis；Public Transportation；Five-Star Hotels；Cultural Heritage；Taichung；Chiang Mai；Tainan
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本研究從三個專題對旅遊服務品質進行定量分析。本研究的目的是：專題一是為了探討供應鏈關係如何影響臺灣台中市與泰國清邁市公共交通品質，並詮釋兩地公共交通質量合作供應鏈關係的構建。在此基礎上，本文對理論模型進行了擴展，並進行了實證檢驗（結構方程模型），其估計方法為驗證性因素分析（CFA）方法。專題二是採用卡諾模型分析具有買方價值的新策略，以此確定泰國清邁市顧客選擇五星級酒店的決策，並使用二維品質特徵問卷解釋了五星級酒店管理者將如何推銷他們的酒店。專題二的研究成果有助於酒店管理者制定新的競爭優勢策略和政策。專題三是為了探討台南市文化遺產商業化和創意的支付意願。因此，運用非市場價值評估方法中的條件價值法（CVM），通過個人內在態度和不同偏好來判斷文化遺產的商業化和創造性是否能夠分析旅遊者的支付意願，並考慮影響其支付意願的因素。
專題一的研究結果表明，溝通、信任、承諾與適應度對台中市（臺灣）旅客品質合作互動有顯著影響。清邁市（泰國）公共交通的研究表明，溝通、承諾和適應度對品質合作下的乘客互動有顯著影響，但信任對品質合作下的乘客互動沒有顯著影響。公共交通服務對於無力開車的人來說是至關重要的一部分，例如，沒有私人車輛的人、懷孕的人、兒童、殘疾人和老年人每天都能以低廉的票價到達目的地。公共交通系統也可以説明減少健康風險的決定因素，如空氣污染和機動車碰撞。專題二的結果顯示，行銷和銷售、室內服務、酒店設施和創新被評估為“無差異品質”。客人預訂被評估為“一維品質”，其次是“吸引力品質”，這表明客人預訂不是清邁五星級酒店最需要考慮的問題。關於入境客人服務/出境客人服務，人們認為吸引顧客入住清邁五星級酒店是最重要的，也被評為“有吸引力的品質”。這些因素將支持酒店的發展。五星級酒店需要使用新的策略或創新來應用到工作系統中。大多數遊客在探險時喜歡住在旅館裡。因此，酒店對遊客來說是非常必要的。最後，課題三的結果表明，根據文化傳承與創意相結合的三種情況，以及應用生存分析的雙約束二分選擇模型估計支付意願的影響因素，對410名被試者進行了支付意願的意願調查價值評估法構建。結果表明，被試者收入越高，對文化遺產保護、參與活動、助力地方發展等增值服務的支付意願越高。
This study focuses on quantitative analysis relating to tourism service quality in 3 topics. The objectives of this research study are: Topic 1 is to investigate how the supply chain relationship affects public transportation quality in Taichung city, Taiwan, and Chiang Mai city, Thailand and interprets the construction of supply chain relationship on quality cooperation for public transportation in Taichung city, Taiwan and Chiang Mai city, Thailand. Furthermore, extend the theoretical model and figure out the empirical test (the structural equation modeling). Consequently, the confirmatory factor analysis (CFA) approach is taken for this estimation. Topic 2 is to analyze the Kano model for new strategies with buyer values, it identifies the customer’s decisions of selecting five-star hotels in Chiang Mai city, Thailand, and uses a questionnaire in two-dimensional quality characteristics and interpret how the five-star hotels’ managers will enhance their hotels. The outcomes of this study will contribute to the hotel managers with new concrete strategies for competitive advantage and policy. Topic 3 is to examine the willingness to pay (WTP) for the commercialization and creativity of cultural heritage in Tainan city, Taiwan. Thus, the contingent valuation method (CVM) in the non-market valuation method was applied to determine whether commercialization and creativity of cultural heritage through a personally inherent attitude and different preferences could analyze the tourists’ willingness to pay and to consider the factors that influence their willingness to pay (WTP).
The results of topic 1 showed that communication, trust, commitment, and adaptation significantly influence passenger interactions with quality cooperation in Taichung city (Taiwan). The subjects of public transportations in Chiang Mai city (Thailand) intimate that communication, commitment, and adaptation significantly influence passenger interactions with quality cooperation except for trust that doesn't significantly affect passenger interactions with quality cooperation. Public transportation services operate a crucial part for people who are powerless to drive, for instance, people who don't have personal vehicles, people are in pregnancy, children, disabilities, and senior citizens can reach their destinations every day with cheap fares. Public transportation systems also can help reduce health risk determinants like air pollution and motor vehicle crashes. The results of topic 2 explained that marketing and sales, in-room services, hotel amenities, and innovation were assessed as "Indifferent Quality". The guest reservation was assessed as "One-dimensional Quality" and followed by "Attractive Quality" which presented guest reservation was not the most consideration for five-star hotels in Chiang Mai. Concerning inbound guest services/outbound guest services, it was considered the most important to attract customers to stay in five-star hotels in Chiang Mai, and was also assessed as "Attractive Quality". These factors will support the hotel's growth. The five-star hotel needs to use new strategies or innovations to apply to the working system. Most of the tourists prefer to stay in hotels while they are exploring. Thus, hotels are very necessary for tourists. Finally, the results of topic 3 interpreted that 410 subjects were used for the contingent valuation method construction of the willingness to pay based on three situations when cultural heritage and creativity are combined, as well as in the application of the double-bounded dichotomous choice model of survival analysis to estimate the willingness to pay-influencing factors. The results showed that the higher the income of the subject, the higher of willingness to pay for value-added services for preserving cultural heritage, participating in activities, and helping local development.
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