大陸來臺旅客旅遊動機、服務品質滿意度與其意向行為之研究

Abstract

本研究旨在探討大陸地區居民來臺旅遊動機與服務品質滿意度與遊客意向行為之相互關係，本研究從Parasuraman、Zeithaml和Berry三位學者所發展之SERVQUAL量表，以及相關實証研究之文獻，運用SERVQUAL量表了解大陸來臺旅客對臺灣旅遊業服務品質之滿意度探討，藉以發掘影響大陸旅客來臺旅遊服務品質與未來意向行為的相關要素。根據464位有效問卷研究之結果得知可靠性、保證性等構面為大陸旅客判斷臺灣旅行社服務品質時主要考量的因素，而服務品質亦會影響遊客未來意向行為。本研究並針對各項背景因素深入分析，發現自兩岸週末包機首航後，大陸來臺旅客的客層有顯著改變，而國內相關旅遊業者提供高品質的旅遊服務廣受大陸來臺旅客肯定，隨著兩岸的交流與互動頻繁，展望將來大陸來臺旅客仍有長遠發展之空間。針對五位不同領域的旅遊業者進行專家訪談資料歸納出大陸來臺旅客的旅遊動機是好奇、同文同種，實體環境的滿意度仍需改進，除了大陸旅行社的團費不易收取外，對於大陸來臺旅客的市場充滿期待，並希望是漸進開放。最後，本研究針對研究的結果對政府相關單位和旅遊業界建議來臺旅遊業務行銷應以人文呈現為基石，兩岸旅遊業界亦應建立品質認證和契約保障。

This study was trying to investigate the visitor from Mainland China of their original motivation and received consumer satifaction lever and customer’s behavior relationship. This study base on the SERVQUAL check table which developed by Parasuraman and Zeithaml and Berry’s model. Through 464 effective questionnaire survey found reliability and assurance have meet consumer satifaction however they still need to improve. In addition, this study found the customer profile have slightly change since the direct flight sevice inaugurated on Jul 2008. In the mean time, this study also proceeds with a depth interview of 5 travel industry operaters. According the depth interview show that the original motivation are curiosity, same language and same culture, the tangibles of consumer satisfaction still need to improve and this satisfaction will influence the intention behavior and the Taiwan tour fee was difficult to collect. We can foresee this market will continue grow and bring more economic benefits into Taiwan. Policy implication and suggestion for Travel industry are also provided.