| 摘要: | 台灣在政府和各地方民間團體不斷努力下發展各地具有特色的觀光，在周休二日政策下，家庭外出的旅遊次數就增多了，隨著國內旅遊人口、次數的增加，相對的，對整個旅遊行程及整個服務品質的要求也隨之提高。 本研究透過kano二維模式的問卷探討個案公司國內旅遊服務品質要素，研究參考SERVQUAL量表設計，於2016年10月到11月間調查。回收有效問卷233份。結果發現有13個題項是「一維品質」、有17個題項是「無差異品質」。沒有「魅力品質」、「當然品質」、「反轉品質」。而其中以「行程規劃符合客戶需求」、「承辦行程口碑良好」、「領團人員能良好處理突發狀況」等前三項是旅客最滿意的要素。「提供的車輛新穎」、「在行車途中如遇暈車，能及時提供協助」、「購物後旅客發現產品有瑕疵，能立即處理」等題項是旅遊業者更應採積極行銷的策略。「領團人員及司機服儀整潔」、「領團人員對旅遊地的風俗民情瞭解」、「餐食安排美味可口」等題項這些服務要素對顧客沒有急需性的要求，可以暫緩。「活動行程皆依「國內旅遊定型化契約」內容為主」、「安排的行程都有跑完」等二項是顧客最基本的需求，也是顧客認為我們有義務做到的，所以一定要維持在一定的水平上。綜合以上顯示目前國旅型式已趨成熟，較無特殊性設計。
Taiwan in the government and local civil society groups continue to work under the development of distinctive tourism, in the week off two days policy, the number of family travel to increase, with the increase in the domestic tourism population, the increase in the number of relative, The entire travel itinerary and the entire service quality requirements also increased. In this study, the kano two-dimensional model questionnaire to explore the quality of domestic tourism services elements, research reference SERVQUAL scale design, in October 2016 to November survey. 233 valid questionnaires were collected. The results found that 13 of the items were ＂one-dimensional quality＂. There were 17 items entitled ＂no difference in quality＂, no ＂charm quality＂, ＂quality＂and ＂reverse quality＂. Among them, the first three items of ＂travel plan meeting in line with customer demand＂, ＂goodwill trip＂and ＂leadership group can deal with unexpected situation＂are the most satisfying elements of the passenger. ＂The vehicle is new＂, ＂in the way of traffic in the case of motion sickness, can provide timely assistance＂, ＂after the visitors found that the product is flawed, can immediately deal with＂and other issues is the tourism industry should be more active marketing strategy. ＂Leaders and drivers are clean and tidy＂, ＂Leaders' understanding of the customs and customs of the tourist destination＂, ＂Delicious food arrangements＂and so on. These service elements are not required for customers. ＂The activities are based on the contents of the＂Domestic Tourism Shaping Contract ＂.＂The ＂Arrangements have been completed＂are the most basic needs of the customers and the customer thinks we are obliged to do so. At a certain level. Showing the current style of travel has become more mature, less specific design. |
