大陸與日本旅客來台觀光對導遊的重視度與滿意度之研究

Application of Importance-Performance Analysis in Tour Guides' Performance: The Perspectives of Chinese and Japanese Tourists

10.6338/JDA.201306_8(3).0007

閔辰華(Jennifer Min)；趙曼白(Man-Pai Chao)；葉芷君(Shih-Chun Yeh)

觀光 ； 導遊 ； 重要－表現程度分析 ； tourism ； tour guide ； important-performance Analysis

Journal of Data Analysis

8卷3期（2013 / 06 / 01）

139 - 162

繁體中文

近年來政府積極推動觀光，以強化臺灣觀光國際品牌形象。根據交通部觀光局之數據顯示，來華旅客人次不斷創新高，且2012年更首度突破700萬人次，其中大陸和日本旅客為主要來台客源。而導遊人員為觀光最前線的從業人員，且是旅客在旅遊經驗中主要的關鍵者，因此導遊人員的服務品質表現就顯得非常重要。本研究以跨文化的觀點，應用重要－表現程度分析法（IPA），針對來華觀光之大陸與日本旅客為研究對象，研究兩國旅客期望與實際接觸導遊之旅遊滿意度間做一探討。研究結果顯示旅客之於導遊服務品質的重視度與滿意度確實因文化不同而呈現部分差異，證明跨文化現象的確存在。在大陸旅客方面，「介紹可靠的商店」滿意度最低；在日本旅客方面，「有整潔的儀表」滿意度最低。透過IPA分析結果發現，不論是大陸或日本陸旅客認為「對旅客所承諾的事情，都能及時完成」、「能隨時提供幫助，不因忙碌而沒回應你的要求」、「良好的語言溝通能力」、「告知旅客當地禮儀和風俗民情」、「親切友善」等表現要繼續保持，而優先改善的項目為「介紹可靠的商店」、「會注意細節（團員安全、行程時間掌控）」。建議導遊人員針對以上項目進行改善，必定能提升大陸及日本旅客滿意度。

In recent years, Taiwan's government has made many efforts to improve inbound tourism, which calls for the reinforcement of Taiwan's tourism brand image internationally. According to the Tourism Bureau, the number of international arrivals has seen a steady increase. The total number of visitors in 2012 was over 700 million; this was the first year that this number surpassed seven million. Among them, Mainland Chinese tourists and Japanese tourists are the largest groups of inbound visitors to Taiwan. Because tour guides stand on the front lines of the tourism industry, the service quality provided by them is very important. This research evaluates the service quality of tour guides from cross-cultural perspectives, comparing the different perceptions between Mainland Chinese tourists and Japanese tourists.The results indicate that tourists from China and Japan have different expectations and degrees of satisfaction for tour guides' service quality. Mainland Chinese tourists are lowest satisfaction in introducing visitors to reliable shops. Japanese tourists are lowest satisfaction in appear neat and tidy. Through IPA analysis results showed that either Mainland Chinese tourists or Japanese tourists suggest completion of promised tasks, always available for help and never be too busy to respond, communicate well in Chinese/Japanese, inform visitors about destination's customs, friendly are in keep up the good work. Specifically, introducing visitors to reliable shops and paying attention to detail are in concentrate here. If tour guides can improve on those factors, tourists from China and Japan will have enhanced satisfaction.

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