接待越南旅客團服務應對之研究-以臺灣旅館業為例

Abstract

政府於2016年8月提出「新南向政策綱領」，自2016年10月放鬆越南旅客來臺觀光簽證。根據交通部觀光局的統計資料顯示越南旅客來臺觀光大幅成長，2017年比去年增加了134,942人次，成長了4.66倍。許多旅館業者也很看好這個市場之發展潛力並且評估目前市場之趨勢，旗下也開始成立等級與價格較受大眾歡迎的品牌。雖然越南旅客是目前東南亞旅客來臺人次成長率最高的客源，但旅客的習性、旅遊特殊習慣與文化差異時常使旅館業者傷腦筋。大多數的越南旅客來臺觀光都透過當地組團社參加團體旅遊，依照其旅遊行程及團費等級，旅客的語言、生活水平與文化上的差異有明顯的不同。從顧客端的住宿體驗，因為旅客的特性與飲食習慣的不同，針對旅館所提供的服務提出了一些意見。從提供服務端來看，旅客的特性像不注重餐廳禮儀、旅館各項設備不當使用、現場較容易失控、於禁煙區吸煙…等，讓旅館業者困擾頻頻。若當天是接待越南團體旅客總是會有突發狀況，但因為語言不通所以也沒辦法第一時間處理，讓旅館作業人員時常必須延長時間處理異狀。研究者經過與旅館業者交流與討論後發現在旅館的異常事件處理手冊裡，大部分僅針對客訴或是旅客抱怨的部分做大原則處理方式，有關應對越南團體旅客之特殊狀況，目前還沒有一套處理原則與預防，產生實務執行上的缺口。本研究採用質性研究透過焦點團體訪談與專家深度訪談，資料搜集後採用內容分析法，歸納與命名，找出越南團體客在旅館住宿期間遇到哪些困擾及其造成旅館業者最常碰到的困擾與處理方法。研究者希望整理出旅館服務上遇到之各種困擾，針對異常狀況擬定有效的服務應對，提供旅館業者在接待越南旅客團前作預防及困擾的處理方法。In August 2016, the Government issued New Southbound Policy, which states that from October 2016, Taiwan provides conditional visa exemption for Vietnamese tourists. According to statistics from Tourism Bureau, the number of Vietnamese tourists coming to Taiwan has increased 4.66 times by 134,942 tourists. Many hotel operators see this as a business opportunity and start to create new hospitality star system and price-standard in order to accommodate the new coming tourists. Although among Southeast Asian countries, Vietnam has the biggest number of tourists coming to Taiwan, because of Vietnamese tourists’ characteristics, traveling habits and different cultural values, hotel operators still have to face a great deal number of challenges. Because a majority of Vietnamese tourists buys tour packages from travel agencies, their language abilities, standards of living and manners are different. Based on the tourists’ different cultural and dining experience, tourists have given feedbacks to hotels. Based on hotel operators’ point of view, characteristics of tourists such as poor manners in restaurants, improper use of hotel amenities, smoking in the room, or unorganized groups...has created a large amount of inconvenience for hotel operators. If a hotel happens to accommodate a Vietnamese tour group, there are many situations that cannot be handled immediately due to language difference, which makes hotel personnel have to spend a lot of time to arrange. Through discussions and interviews with hotel operators, this research finds out that hotel’s DUTY LOG largely note the methods to handle situations of tourists’ complaining but not tips on how to serve Vietnamese tour groups. Up to now, there are still no handling and preventing methods, this is a gap in hotel professionalism. This research uses qualitative method, through group interview and in-depth interview, gathers data by content analysis, finds out that what kind of situations Vietnamese tourists have to deal with and how these are handled. I hope that the results of this research can be useful for Taiwan hotel operators in the process of bettering the welcome Vietnamese tour group in their hotels.