| 摘要: | 近年來，政府一直積極努力在海外進行台灣觀光旅遊的宣傳及推廣，故吸引外國觀光客來台觀光旅遊已成為台灣經濟發展的重要課題之一。然而，國外觀光客對台灣整體旅行社及導遊所提供的服務的滿意度究竟為何？目前絕大多數的文獻，多以個案討方式進行，不能窺知業者整體表現與其歷年來表現趨勢之走向。故本論文之目的，即欲從整體表現之觀點來探討國外旅客對台灣的旅行社及導遊所提供的服務的滿意度。探討的內容包括：行程內容、住宿地點安排、交通工具安排、餐飲安排、導遊服務態度、導覽解說水準及整體印象等項目。 本研究採用中央研究院調查研究專題中心之「學術調查研究資料庫」所提供的政府調查資料-行政院交通部觀光局之「來台旅客消費及動向調查」資料，研究期間為2003年至2010年。本文將採用STATA統計軟體和ordered logit model來探討來台旅客對台灣旅行社與導遊服務品質之滿意度問題。我們針對七項指標:(1)行程內容(2)住宿地點安排(3)交通工具安排(4)餐飲安排(5)導遊服務態度(6)導覽解說水準及(7)整體印象，個別分析國外旅客對這些指標的滿意度狀況，探討人口特徵與滿意度高低的關係為何，分析從2003年至2010年，國外旅客對旅行社與導遊人員滿意度的變化趨勢為何。 由於觀光旅遊需求增加，為了爭食這塊大餅，業者不斷推陳出新，盼能獲得消費者青睞。另一方面，政府對整體觀光旅遊產業的規劃與建置也更為完善，制度與獎勵措施也更為完備。本文預期國外旅客對台灣旅行社及導遊服務的滿意度將會逐年提高。
The government has put a lot of efforts to promote Taiwan’s tourism industry over the past few years since attracting foreign tourists to visit Taiwan is an important issue of economic development. However, how is the overall satisfaction with the services provided by Taiwan’s travel agencies and tour guides for foreign tourists? Most of the literature usually employs case studies to examine this question but with the shortcomings that the trend and the overall performance of Taiwan’s travel agencies and the services they provided can not be fully explored. Therefore, the purpose of this thesis is to investigate the satisfaction of foreign tourists to Taiwan’s travel agencies and tour services from the perspective of overall performance. The topics studied includes: itinerary, accommodation arrangements, transportation arrangements, catering arrangements, tour guide service, tour guide quality and the overall impression. Using data from 2003-2010 “Survey of Visitors Expenditure and Trend in Taiwan” conducted by the Tourism Bureau of Taiwan, and STATA statistical software as well as the ordered logit model to investigate service quality and satisfaction issues of foreign tourists toward Taiwan’s travel agencies and tour guides. We focused on seven important indicators: (1) itinerary, (2) accommodation arrangements, (3) transport arrangements, (4) catering arrangements, (5) tour guide service, (6) tour guide quality and (7) the overall impression, to analyze foreign tourists’ satisfaction levels, to explore the relationship between demographic characteristics and the satisfaction levels, and to investigate the satisfaction trends of foreign tourists on Taiwan’s travel agencies and tour guides from 2003 to 2010. Due to the increasing demand of tourism, this industry continues to bring new services for consumers in order to earn this piece of pie. On the other hand, the government's comprehensive planning and implementation to the overall tourism industry has become more and more well-constructed, and the relevant systems and incentives are getting complete. This article expects and predicts that the service satisfaction levels of foreign tourists to Taiwan’s travel agents and tour guide will increase year by year. |
