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題名：應用排序普羅比資料轉換法探討大陸觀光遊客對臺灣旅遊服務品質之知覺重視度與實際體驗滿意度之研究
書刊名：旅遊管理研究
作者：楊政樺 引用關係
作者(外文)：Yang, Cheng-hua
出版日期：2007
卷期：7:1
頁次：頁1-29
主題關鍵詞：焦點團體法；排序普羅比資料轉換法；重視度-績效表現分析法；45度等分線分析法；Focus group method；Ordered probit data transformed method；Importance performance analysis；45˚ Iso-rating line analysis
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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  • 共同引用共同引用:148
  • 點閱點閱:29
大陸人士來臺觀光非僅帶動國內旅遊產業的發展，更可望減緩長期以來的觀光逆差。因此，大陸遊客對「臺灣之旅」各項服務屬性的重視程度與滿意感受是旅遊經營者在市場行銷與管理應該關心的課題。鑑此，本研究透過「焦點團體法」找出各類影響旅遊服務品質良窳的指標，在顧及連續性態度量表相較於離散順序反應型態較合乎人類決策模式的考慮下，利用排序普羅比資料轉換法從事資料型態的轉換，裨能符合後續比較分析所需之「可加性」統計特性。繼而，以「重視度－績效表現分析法」及「45度等分線分析法」找出遊客重視及愉悅的服務型態及其管理意涵，裨益業者檢視資源配置的合理性與優先順序，以便從事正確的經營與策略佈局。本研究發現，海峽兩岸在推動旅遊合作的進程與實踐中，確實存在諸多值得關心、協商與妥善安排的議題。本研究並提供相對應的建議策略，期能幫助實務界建構友善的旅遊環境及市場秩序，塑造觀光寶島的優質形象。
The Chinese' visit in Taiwan not only triggers the development of domestic tourism industry but also is expected to ease off the "tourism deficit" of Taiwan to China for long time. Thus, the Chinese tourists' value degree on each "service attribute items" of "Taiwan trip" and their satisfaction should be the issues concerned by the tourism managers when they manage marketing and management. Therefore, through "focus group method", this study found out the indicators influencing tourism service quality. With the consideration that "continuous nature of the interval scale" is more likely to meet human decision-making model in the real world, comparing with "discrete nature of the ordinal response", the research used "Ordered Probit Data Transformed Method" to transform the data patterns can thus be compared scientifically. Subsequently, this study employed "Importance-Performance Analysis" and "45° Iso-rating Line Analysis" to find out the services valued by the tourists and satisfying them and their managerial meanings which was beneficial for the companies to examine the rationality and priority of resource arrangement for managing the right operational and strategic deployment. This research found out that in the progress and practice of tourism cooperation promotion across the strait, there were actually many issues worthy of the people's concern, negotiation and proper arrangement. With regard to these issues, this study also provided the corresponding suggestion strategies as reference and expected they are helpful for the business circle to maintain satisfying market order to establish the high-quality image of tourists' Formosa.
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會議論文
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學位論文
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2.陳志強(2006)。大陸來台觀光客旅遊動機、顧客認知價值對顧客滿意度影響之研究(碩士論文)。大葉大學。  延伸查詢new window
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圖書
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其他
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