東台灣賞鯨事業服務品質之評估研究：遊客的觀點

An Evaluation of the Service Quality of Whale-Watching Industry in Eastern Taiwan: Visitors' Perspectives

10.6465/JKHC.200806.0001

黃文雄(Wen-Shiung Huang)；劉怡君(Abby Liu)；吳忠宏(Homer C. Wu)

賞鯨 ； 服務品質 ； 重要－表現程度分析 ； Whale-watching ； Service-quality ； Importance-performance analysis

高雄餐旅學報

10卷1期（2008 / 06 / 01）

1 - 19

繁體中文

本研究旨在瞭解賞鯨遊客的基本資料，及遊客對賞鯨活動服務品質之看法，並以重要－表現程度分析法探討遊客從事賞鯨活動中所感受到之服務品質與期望的差異程度，以做爲賞鯨業者改善之參考依據。研究工具採用SERVQUAL量表爲基礎，並依賞鯨活動性質增加「育樂性」構面題目，匯整編制成26個服務品質問項之結構式問卷，進而在宜蘭烏石港及花蓮港以便利抽樣的方式針對已經結束賞鯨活動的遊客進行調查，共獲有效問卷902份。結果顯示，受訪之賞鯨遊客中以女性、未婚、以21-40歲、大專以上者、學生、個人月收入20000元以下、居住在北部地區等居多；在服務品質部份，受訪者最重視的是在參與賞鯨公司的活動時，能具有安心的感覺；遊客認爲業者表現最好的則是對於賞鯨活動所呈現之良好的戶外教學活動的型態這方面。研究發現：由重要－表現程度分析法得知在服務品質的六個構面中，「可靠性」、「反應性」、「保證性」、「育樂性」均落在第一象限，亦即需繼續保持；「有形性」、「關懷性」此兩構面則落在第三象限，表示其優先順序較低，針對上述研究結果提出經營管理之建議，以期未來台灣賞鯨事業之服務品質得以更加精進。

The purpose of this study was to explore the current status of visitors' sociodemographic characteristics and, through the employment of importance-performance analysis (IPA) to differentiate their evaluation and expectations of the service quality as experienced in their undertaking of whale watching activities. 26 measuring items were adapted from the SERVQUAL scale with the inclusion of questions catering to the recreational and educational components of whale-watching activity. Convenient sampling was used to elicit a sound response rate. A total of 902 valid questionnaires were acquired through face-to-face survey in cast coast of Taiwan. Results show that the majority of respondents were single, female, well educated, aged 21-40, with modest monthly income less than 20,000 dollars. The interviewees generally perceived that, among other pursuit of whale-watching experience, safety and security as being their most important concern. The capacity of whale-watching to serve as an adequate program for extracurricular activity was well received by visitors as the best performance conducted by the operators. The results of IPA illustrate that service quality exhibited through dimensions of ”Reliability”, ”Responsibility”, ”Assurance”, and ”Edutainment” have performed fairly good (keep up the good work quadrant), while ”Tangibility” and ”Empathy” ones received modest evaluation as they both fell into the concentrate here quadrant. Some useful recommendations that were drawn from our findings were proposed for consideration for implementation in the future marketing and management of whale watching industry in Taiwan.

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