南華大學機構典藏系統:Item 987654321/25973
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/25973


    题名: 民宿服務品質口碑搜尋之研究—以澎湖花火節為例
    其它题名: Service Quality Word-of-Mouth of B&B Industry--A Case Study of Penghu Firework Festival
    作者: 李謀監;劉芳怡;陳瑤卿;譚詩欽;黃雍利;Lee, Mou-Jane;Liu, Fang-yi;Chen, Yao-Ching;Tan, Shih-Chin;Huang, Yung-Li
    貢獻者: 旅遊管理學系
    关键词: 民宿;服務品質;口碑;Bed and Breakfast;Word-of-Mouth;Service quality
    日期: 2016-03
    上传时间: 2018-01-05 15:22:32 (UTC+8)
    摘要: 本研究在探討服務品質口碑對遊客選擇澎湖地區民宿的重要性，主要的研究目的是想了解遊客在選擇民宿時，重視的服務品質口碑之項目、主動搜尋民宿服務品質口碑者之特質及遊客選擇民宿在意的服務品質評價。研究的對象為澎湖花火節期間到澎湖旅遊的遊客，並選擇在澎湖合法民宿居住的投宿者。發放地點為各家合法民宿，請櫃檯人員採隨機方式發放。本研究採用問卷調查法，計發出問卷260份，回收250份，回收率96%；經刪除無效問卷後，獲得有效問卷236份，有效率94%。透過問卷調查的方式實地去訪問遊客，並藉由t檢定性別、婚姻在服務品質的平均數是否有顯著差異；使用單因子變異數分析，檢定年齡、教育程度、職業等對服務品質是否有顯著差異；最後再用迴歸分析，檢定服務品質之五個構面對口碑搜尋的影響程度為何，依據統計分析結果、加以論述。結果顯示，年齡、職業、教育程度及住宿次數對於民宿的服務品質的五大構面的及口碑搜尋的看法均有顯著的差異。學歷愈高的對於事先搜尋民宿服務品質「可靠性口碑」、「回應性口碑」、「保證性口碑」、「關懷性口碑」、「有形性口碑」是很重要的。年齡介於31-45歲的受訪者，較重視服務品質五大構面的口碑搜尋。因此民宿業者應注意所提供的服務是否可以符合顧客需求，服務品質的提升能夠提高顧客對民宿的滿意度及評價。顧客會將實際體驗過的旅遊經驗，推薦給親朋好友，能夠免費為民宿打廣告，做口碑宣傳，這樣才能增加更多的客源，吸引更多顧客前來。
    This goal of this study is to understanding how the service quality and Word-of-Mouth (WOM) of Bed and Breakfast (B&B) influence travelers' choices. The study focuses on travelers from Taiwan Island and the items of service common opinions they are most concerned about. Such as the characteristics of inquirers, and the rating of service quality are included. Questionnaires are taken for the evaluation, 260samples been dispatched and 250 got back, reaching 96% of the whole. Among them, 236 are effective samples, after removing the invalid and the validity reaches 94%. Through questionnaires, travelers are inquired personally and their comments are carefully analyzed to accomplish a reliable statistical result. The result indicates obvious differences in the concern of WOM and the five facets among people from various age, career, education background and visiting times. The better educates prior inquiries care more about these five facets: reliable WOM, response WOM, guaranteed WOM, concerning WOM and tangible WOM. Whereas the lower educated are more ignorant of the above. Those aged between31-45 put more emphasis on the five facets because mostly they are the finance suppliers of their families, and so they play the responsible and decisive roles, expecting perfect service qualities, in planning the trips. Consequently, B&B dealers are supposed to pay more attention to whether they offer satisfactory service to meet visitors' demand. Upgrading service qualities increases guests' satisfaction and promotes better comments, and accordingly, the guests will recommend their experiences to their friends and relatives. In this way, dealers attract more and more visitors without having to pay huge expense for commercials.
    關聯: International Journal of Tourism Leisure Cultural Creative Fashion Design (IJTLCCFD)/觀光休閒文創時尚設計
    1卷1期
    pp.1-10
    显示于类别:[旅遊管理學系(旅遊管理碩士班)] 期刊論文

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