武陵富野渡假村遊客服務品質與滿意度對再宿意願之影響研究

Abstract

休閒渡假村是一種結合住宿、餐飲以及遊憩設施的休閒據點，並且以渡假 村的據點為中心，期能提供遊客利用其內部及周邊的遊憩資源，達到休閒渡假 的真正目的。近年來國人對住宿品質的要求愈來愈高，有鑒於此，本研究旨在 瞭解渡假村的服務品質與遊客的滿意程度對再宿意願是否有一定的影響。 本研究是以武陵富野渡假村為個案，研究對象為民國九十三年元月至九十 三年元月三十日住宿在渡假村的遊客。以問卷調查方式，採用SPSS/PC 套裝軟 體進行資料處理，使用之統計方法有：數次分析、因素分析、相關分析、獨立 樣本t 檢定、單因子變異數分析、迴歸分析所得到結論為： 一、武陵富野渡假村的遊客以女性較多，年齡以31~50 歲居多，職業以服務業 佔大多數，教育程度以大學畢業的最多。 二、武陵富野渡假村的服務品質決定因素可分為三個構面，分別是可靠反應性， 保證關懷性及有形性。其中遊客最重視的是保證關懷性。 三、遊客對渡假村最滿意的是員工的服務，最不滿意的是休閒遊憩設施。 四、此次研究調查的遊客，有65.3%對再宿意願的評分超過整體的平均分數。 五、服務品質與整體滿意度有正向相關。 六、服務品質對再宿意願有一定程度的影響。 七、整體滿意度是影響再宿意願最重要的因素。 八、服務品質決定因素構面2(保證關懷性)及整體滿意度是影響遊客再宿意願 的主要因素。 本研究依據研究結果與結論進行討論，進而提出四點建議供業者參考： 一、積極提昇遊客感受價值。二、提倡以客為尊。三、重視遊客之需求。 四、休閒遊憩活動及餐飲設計多樣化。

The Resort Hotel is a variety of recreation site which integrate accommodation, dining and recreational facilities. It involves tourists in internal and adjacent recreation resource to achieve the purpose of vacation. The tourists are pursuing for a high quality service, it is an important consuming trend. For the reason, the purpose of the study is to explore whether the service quality and the visitors’ satisfaction have the influence or not. The case study of the Hoya Resort Hotel Wuling is based on the tourists who visited here and the period of time is from 2004/01/01 to 2004/01/30. By questionnaire, the research is assisted by SPSS/PC statistic analysis software with the analysis of the frequencies, factor analysis, correlation analysis, t-test, One-way ANOVA, multiple regressions, and we test and come up with the following results: 1. Most of the tourists in the Hoya Resort Hotel Wuling are female, 31 to 50 years old,working for service industry and college educated. 2. The Hoya Resort Hotel Wuling is divided into three parts: reliable responsiveness, assurance empathy and tangibles. Visitors think much highly of assurance empathy. 3. Tourists in Hoya Resort Hotel Wuling express their satisfaction at staffs’ service, and they don’t like the facilities in the Resort Hotel. 4. In the research, there are many tourists (about 65.3%) to grade that the revisit intention is over than the average fraction mark. 5. Service quality has obviously positive influence on satisfaction. 6. Service quality has significant influence on revisit intention. 7. Customer satisfaction is the important factor to influence on revisit intention. 8. Service quality decisive factors, assurance empathy and satisfaction, have significant influence on revisit intention. Finally, this study discussed managerial implications according to the research results, and offered some suggestions for future studies: 1. Raising the value of tourists experience. 2. Advocating the honor to the tourists. 3. Respecting for the requirement from tourists. 4. Diversifying the recreation activities and dining.