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E95013
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台灣溫泉旅遊滿意度與滿意提昇策略:以國外觀光客觀點
The Tourist Satisfaction and Satisfaction Improvement Strategy for Hot Springs Tourism in Taiwan: Overseas Tourist Viewpoint
1.鄧維兆
1.Wei-jaw Deng
1.中華大學企業管理系暨經營管理研究所
1.Department and Graduate School of Business Administration, Chung-hua University
001,002,003,004
1.中華大學企業管理系暨經營管理研究所
1.Department and Graduate School of Business Administration, Chung-hua University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2006-08-01
A.14 計畫執行期間(訖):2007-07-31
2007-01-102007-01-20
A.16 收到日期:2007-10-24
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主要以烏來風景特定區與陽明山國家公園內溫泉旅遊區域為調查範圍,並且鎖定實際已於上述區域從事溫泉旅遊體驗之國外觀光客為調查對象。

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465


465
004
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C.2 聯絡日期:2007-11-05
2
1.中華大學企業管理系暨經營管理研究所
1.Department and Graduate School of Business Administration, Chung-hua University
1
C.7 資料公開日期:2007-08-01
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008
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1.重要度績效分析
2.國際觀光客
3.溫泉旅遊
4.滿意度
1.Hot Springs Tourism
2.Importance-Performance Analysis
3.International Tourist
4.Satisfaction
二 十一世紀觀光事業是被公認為最具發展潛力的產業之ㄧ。目前台灣已將觀光業定位為國家策略性發展的重要產業,並積極規劃發展台灣觀光業,希望將台灣以「美麗 之島」形象推向國際觀光舞台。根據觀光局95 年來台旅客目的之統計資料,日本觀光客佔了全部151 萬國外觀光客的47.7%。因此,日本觀光客所喜愛之溫泉旅遊是今日台灣推廣國際觀光旅遊時,極為重要且不可欠缺的套裝行程。許多研究指出,旅遊滿意度顯 著影響著觀光客之再遊意願與旅遊目的地的觀光競爭優勢。故充分掌握國際觀光客之實際旅遊滿意度現況與發掘可效益強化旅遊滿意度之關鍵屬性,是觀光旅遊相關 主管單位絕對需要重視的課題。

本研究旨在提出「修正重要度績效分析」方法,並調查探討台灣溫泉旅遊之國外觀光客滿意度現況,且運用所提之修正重要度績效分析來確認出台灣溫泉旅遊之關鍵 旅遊滿意度屬性。研究範圍限制於陽明山國家公園與烏來風景特定區週遭之溫泉旅遊景點或溫泉旅館。研究方法包含問卷調查法、信度分析、因素分析、敘述統計分 析與修正重要度績效分析。正式問卷共設計英文、日文、繁體中文與簡體中文四種版本。

正式問卷調查則分別於幾處溫泉旅遊景點與幾家溫泉旅館內針對國際觀光客進行之,共計回收有效問卷465 份。研究結果顯示,國際觀光客對台灣溫泉旅遊之旅遊滿意度為3.81,是接近「滿意」程度。而修正IPA分析所確認之關鍵旅遊滿意度屬性有六項。觀光旅遊 相關主管單位與溫泉旅遊經營者應該針對此六項屬性進行改善與強化,以效益提昇國際觀光客旅遊滿意度與再遊意願,最後進而強化台灣觀光旅遊之競爭優勢。

Tourism industry is one of most potential development industry in 21 century. Nowadays, Taiwan government announces that tourism industry is a strategic nation development industry and promotes the image of “Formosa Island” into worldwide tourism. According 2006 survey report of inbound visitor’s purpose, the rate of Japanese in whole inbound tourist is 47.7%. Therefore, hot springs tourism that is a favorite activity of Japanese definitely needs to be noticed and promoted during the development of Taiwanese tourism. Numerous researches show that tourist satisfaction affects tourist retention and competitive advantage of tourism destination. Understanding international tourist satisfaction and finding critical attributes of tourist satisfaction are two important issue of present tourism management.

 This research aims to propose a revised Importance-Performance Analysis, to understand the international tourist satisfaction of Taiwanese hot springs tourism, and to obtain the critical tourist satisfaction attributes of Taiwanese hot springs tourism by using revised Importance-Performance Analysis. The scope of survey research is limited at Yangmingshan national park and Wulai special scenic area. The questionnaire has four versions include English, Japan, Traditional Chinese and Simplified Chinese. After performing formal survey, 465 valid questionnaires are collected. Research results show the international tourist satisfaction of Taiwanese hot springs tourism is 3.81 which mean satisfaction. There are 6 critical tourist satisfaction attributes of Taiwanese hot springs tourism and shall be noticed and improved for pursuing higher international tourist satisfaction, tourist retention and competitive advantage of Taiwanese tourism.

D.16 完成檢誤日期:2009-11-13
D.17 預定釋出日期:2009-12-08
D.18 初次釋出日期:2009-12-08
D.19_1 最新版釋出日期:2009-12-08
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10.6141/TW-SRDA-E95013-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E95013
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