遊客對華山登山步道服務品質、滿意度與忠誠度之研究

A Study of Service Quality, Satisfaction and Loyalty of Hiking Trail: The Huashan Hiking Trail as an Example

10.29463/2008chanye.200804.0487

葉沛涵(Ye-Pei Hani)

登山步道 ； 服務品質 ； 滿意度 ； 忠誠度 ； Hiking Trail ； service quality ； satisfaction ； loyalty

運動休閒產業管理學術研討會論文集

2期（2008 / 04 / 01）

487 - 496

繁體中文

本研究旨在瞭解遊客對華山登山步道服務品質、滿意度及忠誠度的現況及其關聯性，以問內調查的方式進行，並以參與華山步道之遊客為研究對象，獲得有效問卷396份。根據實際調查的資料，以描述性分析、單因子變異數分析及成對t檢定，經SPSS10.0套裝軟體進行資料分析，獲得以下結論：參與者對各構面的因素強度，在行前最期望的服務品質為對「視野廣闊，可眺望風景」的期望最高；在服務品質實際體驗以對「視野廣闊，可眺望風景」的滿意度最高；整體滿意度而言，參與者普遍感到滿意；參與者對華山登山步道的忠誠度頗高，其中以「願意推薦給親友」及「再次體驗」為最高。

The purpose of this study is to investigate the service quality, satisfaction, and loyalty as well as the relationships among them for the Huashan Hiking Trail (HHT). A self-developed ”Huashan Hiking Trail service quality, overall satisfaction, and loyalty questionnaire” is used. Totally 396 valid samples were obtained from the interviews with randomly selected visitors hiking HHT. The gathered data were statistically analyzed with SPSS 10.0 statistical software with Descriptive Analysis, Univariate Analysis of Variance and Paired-t Test Methods. The study results indicate: Among the visitors' responses intensities to the structural elements, the item ”To enjoy the spectacular view” is the most expected by the visitors with respect to the service quality prior to the visit. As for the actual experienced service quality, the visitors have the highest satisfaction to the item ”To enjoy the spectacular view”. With regard to the overall satisfaction, the visitors are generally satisfied with the HHT. The loyalty of the visitors to the HHT is high. And the visitors are mostly willing to recommend the HHT to their relatives and friends and to revisit the HHT.