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題名：賞鯨活動之旅遊服務品質區隔研究--問卷調查分析與類神經網路之應用
書刊名：管理與系統
作者：林士彥
作者(外文)：Lin, Shih-yen
出版日期：2007
卷期：14:2
頁次：頁293-316
主題關鍵詞：賞鯨活動；服務品質；類神經網路；Whale-watching activity；Service quality；Neural network
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(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:37
  • 點閱點閱:45
發展生態旅遊為政府東部觀光事業政策重點之一，台灣地理得天獨厚，周邊海域上的鯨豚發現紀錄種類豐富，自1997年起，遊客參與賞鯨活動及其相關配套行程為東海岸地區帶入可觀的觀光商機。在賞鯨活動日益發展之下，業者須針對服務內容不斷改善品質，提昇顧客滿意度，增強自身的競爭力，以期能永續經營。本研究以賞鯨活動為例，探討目前賞鯨活動之服務品質，並利用類神經網路分析比較賞鯨活動遊客服務品質型態的區隔，分析遊客的人口變數、旅遊特性對服務品質的差異。研究結果顯示採用類神經網路作分類判斷有較高的正確率，共區隔出「高度重視服務品質群」、「中度重視服務品質群」、「低度重視服務品質群」三個集群，做為賞鯨旅遊業者經營現有及開拓未來新業務時之市場區隔參考依據。
One of the important policies of Taiwan government on tourism industry is to develop Ecotourism on the east coast, and the geographic advantages of the east Taiwan is that there are a variety of whales and dolphins existing at this coast area. Since 1997, many whale-watching tour companies have been built-up, and numerous people have joined the whale-watching activity; therefore, compound tour sets have even brought substantial business opportunity to the east coast area. While the whale-watching activities have gradually developed, the business proprietors should improve the event and the service quality of the tour in order to increase customers’ satisfaction. This study takes the whale-watching activity as an example. We obtained data from questionnaires, and then analyzed the service quality of activity. Next, we applied neural network to realize the characteristics of tourists by performing cluster and discrimination on consumers. Three customer groups are classified by expected service quality rating. The results validate that the classification performance of neural network is better than discriminant analysis. Finally, this study provides relevance suggestions to help whale-watching tour companies realize and manage their customer relationship.
期刊論文
1.楊錦洲、陳百盛(20050700)。應用類神經網路於顧客群之分類分析。管理與系統，12(3)，43-65。new window  延伸查詢new window
2.鄭蕙燕、李彥穎(20030600)。賞鯨生態旅遊對花東地區之經濟衝擊評估。農業經濟半年刊，73，1-34。new window  延伸查詢new window
3.Dion, Paul A.、Javalgi, Rajshekhar G.、Dilorenzo-Aiss, Janet(1998)。An Empirical Assessment of the Zeithaml, Berry and Parasuraman Service Expectations Model。The Service Industries Journal，18(4)，66-86。  new window
4.池文海、李維斌(20010700)。運用類神經網路於銀行服務品質之研究--以花蓮地區銀行業為例。工業工程學刊，18(4)，49-58。new window  延伸查詢new window
5.丘宏昌、林能白(20010600)。以需求理論為基礎所建立之服務品質分類。管理學報，18(2)，231-253。new window  延伸查詢new window
6.Wong, B. K.、Bodnovich, T. A.、Yakup, S.(1997)。Neural network application in business: A review and analysis of the Literature (1988-95)。Decision Support System，13(8)，52-64。  new window
7.Bonoma, T. V.、Shapiro, B. P.(1984)。Evaluating market segmentation approaches。Industrial Marketing Management，13(4)，257-268。  new window
8.Engelland, B. T.、Workman, L.、Singh, M.(2000)。Ensuring Service Quality for Campus Career Service Centers: A Modified SERVQUAL Scale。Journal of Marketing Education，22(3)，236-245。  new window
9.Hsieh, Y. M.、Hsieh, A. T.(2001)。Enhancement of Service Quality with Job Standardization。The Service Industries Journal，21(3)，147-166。  new window
10.Pendharkar, P. C.(2002)。A Computational Study on the Performance of Artificial Neural Networks under Changing Structural Desigh and Data Distribution。European Journal of Operational Research，138，155-177。  new window
11.Martin, W. B.(1986)。Defining What Service Quality is for You。The Cornell Hotel and Restaurant Administration Quarterly，26(4)，32-38。  new window
12.Jang, S. C.、Morrison, A. M.、O'Leary, J. T.(2002)。Benefit Segmentation of Japanese Pleasure Travelers to the USA and Canada: Selecting Target Markets Based on the Profitablity and Risk of Individual Market Segments。Tourism Management，23(4)，367-378。  new window
13.Burr, D. J.(1988)。Experiments on Neural Net Recognition of Spoken and Written Text。IEEE Transactions on Acoustics, Speech and Signal Processing，36(7)，1162-1168。  new window
14.Baker, D.(1990)。Analyzing Financial Health。PC AI，1990(May/Jun.)，26-64。  new window
15.Amante-Helweg, V.(1996)。Ecotourists' Beliefs and Knowledge about Dolphins and Development of Cetacean Ecotourism。Aquatic Mammals，22(2)，131-140。  new window
16.李永適(1998)。台灣鯨豚傳奇。大地地理雜誌，124，34-71。  延伸查詢new window
17.Zimmerman, Charles D.(1985)。Quality: Key to Service Productivity。Quality Progress，18(6)，32-35。  new window
18.Kamakura, W. A.、Wedel, M.(1995)。Life-Style Segmentation with Tailored Interviewing。Journal of Marketing Research，32(3)，308-317。  new window
19.魏健宏、楊雨青(19990900)。高雄港轉口貨櫃運量預測之研究--以類神經網路評選輸入變數。運輸學刊，11(3)，1-20。new window  延伸查詢new window
20.Parasuraman, A.、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-item Scale for Measuring Customer Perceptions of Service Quality。Journal of Retailing，64(1)，12-40。  new window
21.Haywood-Farmer, J.(1988)。Towards a Conceptual Model of Service Quality。International Journal of Operations and Production Management，8(6)，19-29。  new window
22.Vellido, Alfredo、Lisboa, Paulo J. G.、Vaughan, J.(1999)。Neural networks in business: A survey of applications (1992-1998)。Expert Systems with Applications，17(1)，51-70。  new window
23.Wind, Yoram(1978)。Issues and Advances in Segmentation Research。Journal of Marketing Research，15(3)，317-337。  new window
24.Parasuraman, Anantharanthan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1991)。Refinement and Reassessment of the SERVQUAL Scale。Journal of Retailing，67(4)，420-450。  new window
25.Carman, James M.(1990)。Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions。Journal of Retailing，66(1)，33-55。  new window
26.Kaiser, Henry F.(1974)。An index of factorial simplicity。Psychometrika，39(1)，31-36。  new window
27.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
28.Schvaneveldt, Shane J.、Enkawa, Takao、Miyakawa, Masami(1991)。Consumer evaluation perspectives of service quality: evaluation factors and two-way model of quality。Total Quality Management，2(2)，149-161。  new window
29.Levitt, Theodore(1972)。Production-Line Approach to Service。Harvard Business Review，50(5)，41-52。  new window
30.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
31.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
32.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
會議論文
1.林士彥、薛雅云(2003)。應用品質機能展開設計賞鯨活動服務內容之研究。2003電子商務經營管理研討會，63-66。  延伸查詢new window
2.朱筱韻、梁明煌(1999)。台灣東海岸地區賞鯨事業及解說現況之探討。1999休閒、遊憩、觀光研究成果研討會，205-222。  延伸查詢new window
3.Kozaki, M.、Baba, N.(1992)。An intelligent forecasting system of stock price using neural networks。The International Joint Conference on Neural Networks，371-377。  new window
學位論文
1.鍾正則(2003)。花蓮石梯港海鯨號之經營與遊客分析(碩士論文)。國立東華大學。  延伸查詢new window
2.賴佩莉(2003)。花蓮港賞鯨豚旅遊滿意度之研究(碩士論文)。國立花蓮師範學院。  延伸查詢new window
3.李幸蓉(2002)。從遊客的角度探討花蓮港賞鯨活動之解說服務(碩士論文)。國立東華大學。  延伸查詢new window
4.王昶閔(2001)。鯨豚與漁業衝突--台灣鯨豚保育的爭議(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.周蓮香(1998)。臺灣海域賞鯨（豚）生態旅遊潛力調查與研究。臺北市：交通部觀光局。  延伸查詢new window
2.葉怡成(2002)。類神經網路模式應用與實作。臺北市：儒林圖書公司。  延伸查詢new window
3.Maslow, A. H.(1987)。Motivation and Personality。New York：Harper Collins。  new window
4.Hoyt, E.(2000)。Whale Watching 2000: Worldwide Tourism Numbers, Expenditures, and Expanding Socioeconomic Benefit。International Fund for Animal Welfare。  new window
5.周鵬程(2004)。類神經網路入門。台北：全華科技。  延伸查詢new window
6.Kotler, P.、Bowen, J.、Makens, J.(1999)。Marketing for Hospitality and Tourism。Upper Saddle River, N.J：Prentice-Hall。  new window
7.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1992)。Multivariate Data Analysis with Reading。New York：Macmillian Publishing Company。  new window
8.Sasser, W. Earl、Olsen, Richard Paul、Wyckoff, D. Daryl(1978)。Management of Service Operations: Text and Cases。Allyn & Bacon, Inc.。  new window
9.Crosby, Philip B.(1979)。Quality is Free: the Art of Making Quality Certain。New York：New American Library。  new window
10.Hecht-Nielsen, Robert(1990)。Neurocomputing。Addison-Wisley。  new window
其他
1.World Wild Fund(2005)。Whale Shark Ecotourism Contributes to Filipino Economy, News and Facts，http://www.panda.org/news_facts/index.cfm/。  new window
2.The International Ecotourism Society(2005)。What is Eecotourism，http://www.ecotourism.org/。  new window
3.The International Union for Conversation of Nature and Natural Resources(2005)。Ecosystems: Marine，http://www.iucn.org/themes/marine/。  new window
4.International Whaling Commission(2005)。History and purpose，http://www.iwcoffice.org/。  new window
5.International Fund for Animal Welfare(2005)。Whale Watching，http://www.ifaw.org/ifaw/general/default.aspx?oid=3/。  new window
6.Aleksander, I.，Morton, H. B.，Myers, C. E.(1990)。HCI: A Cognitive Neural Net Prospect (IEEE Colloquium Published)。  new window
7.交通部觀光局(2005)。觀光局行政資訊系統，http://202.39.225.136/indexc.asp。  延伸查詢new window
8.中華鯨豚協會(2005)。保育與研究網頁資料，http://www.whale.org.tw/newweb/home.htm/。  延伸查詢new window
圖書論文
1.黃文珊、梁明煌(2002)。生態標章制度之探討：以國內賞鯨識業為例。2002生態旅遊學術論文發表會論文集。  延伸查詢new window
2.Lewis, Robert C.、Booms, Bernard H.(1983)。The marketing aspects of service quality。Emerging Perspectives on Services Marketing。American Marketing Association。  new window
 
 
 
 
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