| 摘要: | 現今教育政策推動教學正常化的影響之下，童軍教育不再被用來搭配升學課程，學校常以隔宿露營活動來作童軍教育之落實。在競爭激烈的隔宿露營活動市場中，唯有提供良好的服務品質，提高遊客的滿意度，才是隔宿露營場地業者增進市場占有率及競爭力的有效方法。因此，本研究期能應用重要表現分析法(IPA)探討遊客對隔宿露營場地之服務品質的重視項目及實際的滿意程度，了解其中差異以供露營場地業者經營管理之參考。 本研究採便利抽樣方式，以桃竹苗地區5間中大型隔宿露營場地之遊客為對象，共計發放500份問卷，總計有477份有效問卷，回收率95.4%。以SERVQUAL量表為問卷架構，分成七個構面：安全性、環境衛生、便利性、可靠性、回應性、保證性及關懷性，共29項隔宿露營場地之服務屬性，再以IPA分析遊客對服務屬性的重視程度與實際表現滿意程度。 研究發現桃竹苗地區隔宿露營場地之服務品質皆達滿意水準，除小叮噹科學園區之關懷性落於優先改善，需要在關懷性上做服務之調整，其他隔宿露營場地之服務品質皆於繼續保持區，顯示遊客對於各個露營場地所提供之服務有相當的滿意程度。
Under the influence of the current policy, which promotes the normalization of teaching, Scout Education is no longer used to conform to the traditional curriculum. School camping is the basic way to put Scout Education into practice. In the highly competitive camping market, only providing good quality of service and increasing the customers' great satisfaction are the most effective ways to increase the market share and competitive force. As a result, this study aims to apply to the Importance Performance Analysis (IPA) to explore the difference between attributes of quality of service and the actual degree of satisfaction of the campsites as the campsite operators' future reference. In this study, a total of 477 valid questionnaires were collected, with a total recovery rate of 95.4%, and with a total of 500 questionnaires for visitors from 5 large and medium-sized campsites in Taoyuan, Hsinchu, and Miaoli areas. The framework of the questionnaire is based on SERVQUAL,which can be divided into 7 dimensions: safety, sanitation, convenience, reliability, responsiveness, guarantee and care. 29 service attributes of campsites were analyzed by IPA analysis. The study indicates that the quality of service of Taoyuan, Hsinchu, and Miaoli areas was satisfactory except Little Ding-Dong Science Theme Park, which needs to improve the care. The quality of service of the other campsites falls on Keep up the good work and it shows that the visitors were satisfied with the quality of service of them. |
