整合學術與實務觀點建構導遊專業職能、信任與陸客購物旅遊間之量表

Integrating Academic and Practical Perspectives to Develop a Questionnaire that Evaluates the Constructs of Tour Guides' Professional Competence, Trust and Purchase Intention of Chinese Shopping Tourism

王瑞琪(Jui-Chi Wang)；許文聰(Wen-Tsung Hsu)

購物旅遊 ； 導遊 ； 專業職能 ； 購買意願 ； 問卷量表 ； Chinese Shopping Tourism ； Professional Competence ； Purchase Intention ； Questionnaire ； Tour Guide

島嶼觀光研究

13卷4期（2021 / 08 / 01）

87 - 122

繁體中文

本研究為瞭解陸客對導遊服務過程之認知程度，首創融合兩岸業界專家多年實務經驗與專業觀點建構衡量指標以助於歸納陸客產生購買意願的關鍵性因素。研究對象為實際參加購物團之陸客，以文獻探討、專家訪談、焦點團體訪談、專家問卷、前測與正式問卷蒐集資料進行分析，依據導遊專業職能、遊客信任及購買意願萃取出主要關鍵因素及21項衡量指標，傳遞出旅遊產業經營生態以及導遊執行業務之要點。研究結果可提供旅遊產業衡量導遊專業職能之標準，也讓產業更深入理解驅使陸客購物的主要因素，並提出學術及實務上建議做為加強導遊專業訓練及評量之準則參考。

The government has allowed mainland tourists to visit Taiwan since 2008 that brings a significantly beneficial result for the tourism industry. In order to realize Chinese shopping tourists' cognition toward to the service process of tour guides, this study exploringly combines experienced expert's practical opinions and viewpoints from both sides of the Taiwan Strait to establishes proper indicators that contribute to generalize the critical factors in increasing Chinese tourists' willingness to make purchases. Therefore, we investigate the attitude of the Chinese shopping tourism in implementing the literature review, professional interview, focus group interview, content validity questionnaire, pretest questionnaire, and official questionnaire for constructs to collect and analyze research data. 21 key indicators are developed and exacted from tour guides' competence, trust and purchase intention of Chinese shopping tourism that reflect the nature of the tourism industry and key elements of operation for tour guides. The result of this study can provide the tourism industry the evaluation standard for tour guides' competence that also can assist the industry in understanding thoroughly the key drivers in the consumer purchasing decision-making process. Finally, we also propose seven suggestions as a guideline for the tourism industry to strengthen tour guides' training program and improve the operational performance in both academic and practical perspectives.

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