來臺觀光外籍旅客對臺灣整體性英語服務品質的期待與滿意度之研究

Exploring Foreign Tourists' Expectation and Satisfaction with the Overall Quality of Tourism and English Services in Taiwan

莊媖纓(Ying-Ying Chuang)

英語為全球通用的語言（EGL） ； 外籍旅客的期待與滿意度 ； 重視性與表現度分析 ； 職場英語（ESP） ； English as a global language (EGL) ； Tourist's expectation and satisfaction ； Importance-Performance Analysis (IPA) ； English for specific purposes (ESP)

臺灣觀光學報

10期（2015 / 09 / 01）

1 - 19

繁體中文

一般目前觀光旅遊相關之研究通常著重於消費者和旅遊服務的滿意度和目的地表現，然而，雖然目前「英語」被定位為全球通用的語言（EGL）（Crystal, 2003），在台灣，卻一直沒有相關文獻研究，去探討外籍觀光客對於在台灣的旅遊經驗、觀光資訊和英文服務的整體表現之期待值與滿意度。因此，本研究的目的旨在更深入的了解外國遊客們來台的期望值，與他們真正在台灣旅遊經驗的滿意度，特別是在於「英語為全球通用的語言」概念下，去檢視台灣旅遊業在語言與服務方面的整體素質表現與外籍旅客的滿意度與意見。共有六十名來台外籍旅客參與本研究的問卷調查。根據「重視性與表現度分析」（IPA）的結果發現，大多數外國旅客對整體表現感到滿意，儘管國內旅遊業在調查中所列之各項屬性的表現度方面，皆低於外籍旅客的期望值。外國旅客表示最不滿意購物區人員英語能力表現，反之，他們最滿意台灣消費價格、治安及環境便利性，和機場所提供的英文資訊。研究結果也顯示，大眾運輸系統之英文資訊、公共場所之英文資訊和人員英語能力，是必須加以改進之最。調查顯示，外國旅客對台灣之整體印象，是一個乾淨、安全、有禮的友善國家；然而，大眾運輸系統人員英語能力及公共場所英文資訊，急需立即改善。根據反饋意見，外籍旅客未來想再來台灣旅遊的原因，正面形象包含在地美食、良好治安、便利膳宿，及對當地居民的友好印象。然而，負面評論包括整體清潔欠佳（食物、街道、和住宿）、海外可取得之旅遊資訊不足，語言溝通等等問題。藉由本研究調查結果，以提供台灣地區對觀光旅遊發展整體品質與服務之提升的建議，並探討當今大學學生英語學習成效及其未來在職場上的應用與需求，在英語課程設計與教學上應加強職場英語（ESP）訓練，以使學生有能力面對國際化及全球化趨勢的挑戰。

Primarily, tourism studies to date have addressed the consumer and tourism satisfaction with services and destination performance; however, although English is a ＂lingua franca＂ which is a global language (EGL) nowadays (Crystal, 2003), none of studies which have been carried out focuses on foreign tourists' satisfaction with the accessible tourism and English services in Taiwan. Therefore, the purpose of this study aims at a better understanding of foreign tourists' expectations and satisfaction with their travel experiences in Taiwan, especially regarding the aspect of the overall quality in serving English as a global language in Taiwan. The population for the study was composed of sixty foreign tourists who were traveling in Taiwan during July to August in 2012. According to the IPA results, it was found that foreign tourists were moderately satisfied with the overall performance, even though it also reveals that all attributes were performing below the tourists' expectation. Foreign tourists expressed the least satisfied with the staff's English abilities at the shopping areas; in contrast, their greatest satisfactions were the price of goods, safety, convenience and English information at the airports. The results also reveal that English information in public areas, English information and staffs' English abilities for public transportation must be improved the most. IPA results also suggest that overall image of Taiwan held by tourists is a clean, safe, courteous and friendly country; however, two attributes, staff's English abilities for public transportation and English Information in the public places, are the aspects which must be improved immediately. According to their feedback, four major reasons motivate their desires for future coming to Taiwan, including positive impressions on local foods, safe environment, convenient accommodations, and friendly local people. In contract, their negative comments include the overall cleanliness (food, streets, and places they stayed), insufficient accessible tourism information, and language and communication problems. To sum up, the study not only provides suggestions for overall improvement in tourism quality and service of Taiwan, but also explores the needs for future college English curriculum design and ESP (English for specific purposes) instruction in Taiwan to enable our students to face the challenge of globalization and internationalism.

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