旅館業接待陸客低價團服務應對之研究

Abstract

交通部觀光局各項統計顯示，自2008年政府開放陸客來臺旅遊及2011年6月開放陸客來臺自由行，大陸旅客來臺人數逐年成長，其排名位居來臺觀光主要客源之首，截至2017年8月止，陸客來臺觀光共計2,449萬1,031人次，觀看歷年觀光外匯收入2008~2015年間，觀光外匯收入從59.4億元大幅成長至143.9億元，複合成長率11.7%，遠高於2000~2008年5.3%的水準。旅遊旺季時，全臺旅館總客房量時常供不應求，故近幾年旅館業如雨後春筍般的開幕。陸客雖然為臺灣帶來整體之高觀光經濟效益，但旅客之特性、旅行習慣與文化差異時常讓旅館業者困擾頻頻，陸客來臺觀光大多透過當地旅行社參加團體旅遊，依照其旅遊行程及團費等級，旅客之生活水平及文化差異有明顯的不同，尤其零團費或低價團更為顯著。舉凡較不注重餐桌禮儀、客房內外之各項設備不當使用、特殊衛生習慣、於禁煙區吸煙…等，讓旅館業者傷腦筋也無可奈何，有些旅館甚至明文公告拒絕接待大陸籍旅客。過往文獻主要從旅遊動機、重遊意願、消費者滿意度…等探討，尚未有研究從低價團之大陸籍旅客切入，本研究使用質性研究透過焦點團體訪談及六位專家深度訪談，資料蒐集後利用內容分析法，分析、歸類與命名，找出陸客低價團造成旅館業者最常碰到之困擾及處理方法，結論：發現各家飯店針對服務大陸籍旅客都有類似困擾，但處理這類問題無一定標準與參考資料，大多依照前輩經驗處理，產生實務操作上之缺口；文獻多於整理與調查陸客特殊的生活習慣或旅遊行為，但無進一步與飯店實際操作連結，產生理論上之缺口。本研究彙整旅館服務各類困擾，針對問題制定有效又創新之服務應對，提供業者事前預防及事後處理之細部方法，在面對相同問題時能有一套參考依據。Statistics from Tourism Bureau, M.O.T.C. Repblic of China (Taiwan) showthat since Taiwan’s government launched open-door policy to Mainland Chinese Tourists in 2008 and later allowed the Free-Independent Travelers (FIT) from Mainland China to visit Taiwan in June, 2011, tourists from Mainland China have grown year by year. Up to August, 2017, the inbound tourists from Mainland China is around 244,910,311 passengers in total. Thetotal amount of annual income from visitor expenditure was slightly decreased (around 13.37 billion) in 2016. However, from 2008 to 2015, the income from visitor expenditure has dramatically increased from 5.94 to 14.39 billion, compounding annual growth rate is 11.7% which is higher than the rate 5.3% in year 2000 to 2008. The visitor expenditure in Taiwan increased considerably due to the inbound tourists from Mainland China. With the execution of "Three Direct Links" for postal, air and shipping service and trade between Mainland China and Taiwan. Mainland Chinese tourists who visited Taiwan have greatly increased and the number of Mainland Chinese tourisrs rank as the top among Taiwan’s inbound tourists. The total amounts of hotel rooms are usually in short supply in season, and therefore, many hotels spring up in the recent years. Although Mainland Chinese tourists generate substantial economic benefits to Taiwan, traveler's characteristics, behavior, travel custom and cultural differences frequently trouble hoteliers. Most Mainland Chinese travelers participate in group package tour through the local travel agency, and based on the level of itineraries, tour fee, passenger's standard living and culture differences are obviously different, and this phenomenon is especially significant in Zero or Low-cost group. For example, they might pay less attention to table manners; use the facilities inside and outside the rooms inappropriately, special hygiene behavior, and ignore the no-smoking signs and smoke in that area, etc. Regarding these behavior, hoteliers find no way to change the situation, some hotels even explicitly prohibit from accepting tourists from Mainland China. From the literature review, I found that most of the paper mainly focus on the travel motivation, repeat travel wishes, consumer satisfaction, etc. Till now, there is no research focus on the tourist from Mainland China joining the low-cost group. In this research, we conduct the research through focus group interviews and invite six experts to have in-depth interviews. After collecting data, content analysis will be used. With analysis, classification and naming, the problems and their solutions that hoteliers will encounter when they serve the tourists from low-cost tour package tour will be found. In conclusion, I found that all of the hotels that serve tourists from Mainland China have similar problems; however, there is no standard and reference for handling such problems. Most of the hoteliers will cope with the problems based on the seniors’ experiences, and this results in the practical operation gap; the literature only collates and investigate Mainland Chinese visitors’ special habits and travel behavior. Nevertheless, there is no further link between the literature and hotel's actual operation, and this thus generates a theoretical gap. In this study, through the qualitative research, we have collected all kinds of troubles from hotel service; we formulated effective and innovative service responses to the problems in order to provide the hoteliers with detailed precautionary and post-processing methods. When they face the same problems, they can have a set of reference.