An Empirical Study on the Use of Tangibilisation Cues in the Hotel Sector

有形化線索於旅館產業中使用之實證研究

10.6213/JLRIM.2010.3(1)2

張國謙(Kuo-Chien Chang)；郭念德(Nien-Te Kuo)；譚大純(David D.C. Tarn)

有形化線索 ； 服務無形性 ； service intangibility ； tangibilisation cues

休閒產業管理學刊

3卷1期（2010 / 04 / 01）

19 - 42

英文

本研究以106間商務及休閒旅館爲對象，除了探討這些旅館使用有形化線索的差異外，並期能建立一個有形化線索的量表。研究結果發現，不同服務型態的旅館，爲了增加顧客對於旅館認知的有形化程度，因此在有形化線索的使用上會有差異。更明確地說，商務旅館在有形化線索的使用上以實體呈現與互動表現爲主要方式，而休閒旅館在有形化線索的使用上則以口碑與訊息頻率爲主要方式。此研究除了對於旅館使用有形化線索之方式有更進一步的瞭解外，有形化線索量表之建構亦可在其它餐旅產業中予以應用。

The present study looked at 106 hotels, not only to empirically investigate the specific use of tangibilisation cues in the hotel sector, but also to establish a tangibilisation cues measurement scale. The results have provided verification that hotels, based on their different service styles, use certain types of tangibilisation cues to engender different effects on consumers' sense of service tangibility. More specifically, the use of physical representation and encounter performance by business hotels is significantly greater than that of resort hotels while the use of word-of-mouth effect and information frequency by resort hotels is significantly greater than that of business hotels. It seems safe to conclude that this study adds to our understanding of the use of tangibilisation cues in the hotel sector and also to the construction of a tangibilisation cues scale which may be applied to other hospitality industries.

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