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題名:以KANO模式探討旅遊目的地二維服務品質要素及重遊意願之研究--以國立傳藝中心為例
書刊名:觀光與休閒管理期刊
作者:于健蔡佳樺
作者(外文):Yu, ChienTsai, Chia-hua
出版日期:2019
卷期:7:1
頁次:頁13-26
主題關鍵詞:Kano二維品質模式服務品質重遊意願傳藝中心宜蘭Kano two-dimensional quality modelService qualityRevisiting intensionNational Center for Traditional ArtsYilan County
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:3
國立傳統藝術中心(以下簡稱傳藝中心)一向為宜蘭觀光重要景點,因其肩負維護、保存、傳承與發展傳統藝術的重責大任,亦具有廣大的自然景觀及當地老宅第,結合老街及傳統技藝。本研究以傳藝中心遊客為研究對象,運用Kano二維品質模式分析傳藝中心服務品質,經參考相關文獻,設計問卷後進行調查,探討服務品質關鍵因素與遊客的重遊意願,共計回收有效問卷432份,研究發現:(1)服務品質要素主要歸類:「一維品質要素」有五項,「當然品質要素」有五項,「無差異品質要素」有十五項,沒有「魅力品質要素」及「反向品質要素」。(2)依據品質改善指標所示,以「傳統特色建築的保存」、「園區節目設計能呈現傳統表藝主題」、服務人員有同理心」三項要素,最能增加遊客之滿意度。(3)遊客對傳藝中心的重遊意願很高,且推薦其他人來遊歷的意願極高。(4)不同背景之遊客的重遊意願差異化分析結果都無顯著差異。建議經營者能從傳統藝術中強化吸引遊客的魅力要素,周邊設施要注意方便性及維護,在教育娛樂與節目表演提供創新體驗,並加強服務人員客服訓練。
National Center for Traditional Arts (NCFTA), Traditional Arts Management and Cultural Services campus has always been a must-visit tourist attraction in Yilan County because of its performance with the prime delegations of protection, preservation, inheritance and development in traditional arts and magnificent natural landscape and local residence, combining old streets, traditional craftsmanship. This study has adopted Kano two-dimensional quality model to analyze the service quality of NCFTA, and included relevant references to design questionnaires for a further investigation. the previous tourists of NCFTA became the study subjects to explore the service quality elements and revisiting intentions of tourists. There were 432 valid questionnaires collected and the study found:(1) NCFTA service quality elements can be categorized as "One-Dimensional quality", "Must-Be quality" and "Indifferent quality". There were 5 items are classified as One-dimensional quality, 5 items are classified as Must-be quality, 15 items are classified as Indifferent quality, and none belongs to the Attractive quality and Reverse quality. (2) Based on Customer Satisfaction Coefficient (CS), it has shown that the three elements: the preservation of traditional featured architecture, the designed performances reflecting themes of traditional craftsmanship, and the compassion of service staff, add to the satisfaction of the tourists. (3) Tourists have a really high wiliness to revisit NCFTA, and they also have a strong willingness to recommend to others. (4) The analyzed result of revisiting intentions of tourists with different backgrounds did not show a significant difference. It is advised that the business operator should pay attention to the convenience and maintenance of the surrounding facilities, provide innovative experiences for the educational recreation and stage performances and reinforce service staff trainings.
期刊論文
1.Dodds, B. W.、Monroe, K. B.、Grewal, D.(1991)。Effect of price, band, and store information on buybers product evaluation。Journal of Marketing Research,28(3),307-319。  new window
2.Kozak, M.(2001)。Repeaters behavior at two distinct destination。Annals of Tourism Research,28(3),784-807。  new window
3.Kano, Noriaki、Seraku, N.、Takahashi, F.、Tsuji, S.(1984)。Attractive and Normal Quality。Quality,14(2),39-48。  new window
4.Matzler, Kurt、Hinterhuber, Hans H.(1998)。How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment。Technovation,18(1),25-38。  new window
5.Ajzen, Icek、Driver, B. L.(1992)。Application of the Theory of Planned Behavior to Leisure Choice。Journal of Leisure Research,24(3),207-224。  new window
6.Parasuraman, Ananthanarayanan、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implications for Future Research。Journal of Marketing,49(4),41-50。  new window
7.Baker, Dwayne A.、Crompton, John L.(2000)。Quality, satisfaction and behavioral intentions。Annals of Tourism Research,27(3),785-804。  new window
8.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing,64(1),12-40。  new window
研究報告
1.105統計通報--宜蘭縣觀光區遊客人次概況。宜蘭縣:宜蘭縣政府主計處。  延伸查詢new window
2.(2018)。2016年國人旅遊狀況調查。台北市:中華民國交通部觀光局。  延伸查詢new window
學位論文
1.徐同劍(1996)。遊樂園區業服務品質與遊客再遊意願關連之研究(碩士論文)。大葉工學院。  延伸查詢new window
2.林苑地(2004)。主題樂園遊樂品質評量指標建立及遊樂滿意度評量模式發展之研究--以國內民營綜合主題樂園為例(碩士論文)。真理大學。  延伸查詢new window
3.高儀文(1999)。主題遊樂園服務品質與遊客購後行為關係之研究(碩士論文)。中國文化大學。  延伸查詢new window
4.翁君菱(2015)。博物館服務品質與觀眾滿意度研究--以國立臺灣歷史博物館為例(碩士論文)。國立臺灣師範大學。  延伸查詢new window
5.邱聖光(2016)。旅遊吸引力、地方依附與重遊意願關係之研究--以臺東布農部落休閒農場為例(碩士論文)。國立臺東大學。  延伸查詢new window
6.王永濬(2016)。旅遊動機、旅遊意象、滿意度及重遊意願--以高雄觀光旅遊為例(碩士論文)。高苑科技大學。  延伸查詢new window
7.林桂年(2016)。服務品質、知覺價值、顧客滿意度關係之研究--以國立海洋生物博物館為例(碩士論文)。國立中山大學。  延伸查詢new window
8.鄧守珍(2017)。國人赴日本自助旅行的旅遊動機、體驗價值對重遊意願影響之研究(碩士論文)。中華科技大學,台北。  延伸查詢new window
9.謝承志(2016)。服務品質、品牌形象及體驗行銷與顧客滿意度之關聯研究--以台南維悅酒店為例(碩士論文)。崑山科技大學。  延伸查詢new window
10.羅浩瑋(2016)。低成本航空公司Kano二維品質模式之研究(碩士論文)。國立交通大學。  延伸查詢new window
11.林怡安(2002)。以遊客滿意度探討博物館服務品質之研究--以國立自然科學博物館為例(碩士論文)。南華大學。  延伸查詢new window
圖書
1.Guest, Lester P.(1995)。Customer Loyalty: How to Earn It, How to Keep It。Simmon and Schuster。  new window
2.楊錦洲(2002)。服務業品質管理。台北市:品質學會。  延伸查詢new window
3.鄒統釺(2012)。旅遊目的地管理。北京:北京師範大學出版社。  延伸查詢new window
4.Herzberg, Frederick、Mausner, Bernard、Snyderman, Barbara Bloch(1959)。The Motivation to Work。John Wiley & Sons, Inc.。  new window
 
 
 
 
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