餐旅業殷勤款待之內涵－外籍消費者之觀點

Exploring Key Components of Hospitality in the Hospitality Industry: From International Consumer Perspectives

10.29429/JSLHR.201203_7(1).05

鄧之卿(Chih-Ching Teng)；蕭佩旻(Pei-Min Hsiao)

殷勤款待 ； 消費者 ； 顧客經驗 ； 餐旅業 ； Hospitality ； Consumer ； Customer experience ； Hospitality industry

運動休閒餐旅研究

7卷1期（2012 / 03 / 01）

80 - 99

繁體中文

本研究藉由探討外籍消費者在台灣餐廳用餐及旅館住宿經驗的感受、想法與反應，以深入瞭解餐旅業殷勤款待的核心要素。本研究採用質性的研究方法，實證資料來自於半結構式的深度訪談，採滾雪球抽樣法選取25位在台灣就讀研究所的國際學生。研究結果萃取出餐旅業殷勤款待的三個核心要素，包括：一、儒家精神的人際關係：强調建立如家人的熟悉感、展現善意與人情味、及和諧的人際互動；二、文化開放性：指服務提供者展現跨文化溝通技巧與對異文化開放的態度；三、情境因子：包含餐旅業者營造舒適的環境空間、呈現自然真實性、增進親密感的服務型態、及因應顧客消費動機。再者，研究結果提出殷勤款待模式的建議及策略，包括「如朋友般的寒暄」、「學習並尊重多元文化」及「地方特色為吸引力」，用以提高顧客的認知價值和殷勤款待的體驗，並增進餐旅組織的績效。

This study aims to investigate international consumer perceptions and emotions regarding their restaurant dining and accommodation experiences in Taiwan, in order to obtain deeper insights into the core elements of commercial hospitality. This study adopted a qualitative approach based on semi-structured interviews with a total of 25 international graduate students. The data analysis specified three core elements, including: (1) interpersonal relationships with Confucian spirit; (2) openness to other cultures; and (3) contextual factors. This study identified a Taiwanese commercial hospitality model which demonstrated the interrelationships among various core elements based on the interviews. Additionally, the results present three commercial hospitality, including: (1) treat like a friend, concern like relatives; (2) respect foreigners, adhere to formalities; and (3) base on local traditional culture, create the charm of Taiwanese hospitality, in order to increase customer perceived value of hospitality experience and improve organizational performance.

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