| 摘要: | 台灣擁有豐富的自然資源及多元化的人文景觀與種族融合文化之條件，造就我國發展觀光事業的雄厚潛力。台灣政府於民國84年時將12國免簽證延長為14天，加上自民國87年實施週休二日，使得國內觀光旅館的住宿率普遍提昇，國人對旅遊越來越重視，國內休閒旅遊市場成長快速。旅館業是休閒、觀光產業的核心，國際觀光旅館更是台灣觀光旅館市場的主流。 本研究係針對國際觀光旅館─耐斯王子大飯店之房客，就該飯店提供之各項服務設施進行問卷調查。問卷設計係以PZB所提出的SERVQUAL量表為基礎，總計回收有效問卷318份。採用研究方法主要以描述性統計分析、單因子變異數分析、因素分析、重要表現程度分析法。實證分析結果發現：耐斯王子大飯店之房客以31-40歲之服務業族群居多，房客之教育程度有近五成為大學(專)，房客居住於北部地區為居多，過去不曾經來過這間觀光飯店住宿佔75.5%，而房客來住宿之資訊主要來源以網路居多。在房客期望與滿意度之重要－表現程度分析方面，建議業者應該加強改善的部分，有住宿價格、旅館服務人員之間能確實互相協助提供更好之服務、服務人員會針對不同的客戶提供不同的服務、入宿過程中若遭遇危險相信旅館有能力解決。在迴歸分析方面，住宿的過程中服務人員主動協助會顯著影響房客之整體評價、再宿意願及推薦親友之行為意向。
There are abundant natural resources, diverse human landscape, and the culture of ethnic merge in Taiwan so as to foster the strong potentials of developing the travel industry. The R.O.C. government extended the duration of visa-free for 12 countries up to 14 days in year 1995, and implemented the policy of two-day weekends in 1998 to generally improve the domestic tourists’ occupancy rate in the international tourist hotels in Taiwan.The Taiwanese start to emphasize tourism than before. Therefore, the domestic market of recreation tourism grows rapidly. The hotel industry is the core of recreation and tourism industry, the international tourist hotel industry is the main trend of the market of tourist hotels in Taiwan. This research was surveyed by interviewing the lodgers at Nice Prince Hotel with questionnaire regarding all service facilities provided by the hotel. The design of the questionnaire adopts SERVQUAL scale proposed by Parasuraman,Zeithmal and Berry (PZB), in total there were 318 valid questionnaires returned. The data collected were analyzed using descriptive statistics, One-Way ANOVA, factor analysis, and the Importance Performance Analysis (I.P.A.) method. According to the empirical analytic results, the characteristic of these lodgers at Nice Prince Hotel was between the age 31 to 40, was engaged in the services industy, had college level in the backgrounds of education, and lived in the northern area of Taiwan. Of these lodgers, 75.5% had not accommodated in this hotel. The main sources of the accommodation information came from the internet. As for the expectation and satisfaction level of lodgers via the Importance Performance Analysis, it is suggested that the tourism mangers shall improve the following dimensions: the accommodation price, the service employees in the hotel shall help one another to provide better service to customers, the service employees provide suitable services to different customers respectively, and it is able to resolve the problems when lodgers encounter dangers after check-in at the hotel. The regression analysis also showed that the service employees who are willing to assist the lodgers during the accommodation period have significant positive effect on the overall evaluation of lodgers, the willingness of revisit, and behavioral intention of recommending relatives. |
