博物館遊客滿意度與重遊意願之研究-以臺北縣立鶯歌陶瓷博物館為例

Abstract

本研究目的旨在瞭解陶博館遊客滿意度與重遊意願之關係，以陶博館為研究範圍，調查參觀遊客背景、參觀行為之特性，並分析與服務品質的差異性，探討服務品質、滿意度及重遊意願之相關性，期能提供給相關單位及人員參考。 本研究在陶博館營運時間內發放調查問卷，獲得有效問卷480份，所得資料經統計方法分析後，發現陶博館參觀遊客以女性較多，教育程度以「大（專）學」背景居多，職業為「上班族」最多，有三分之二的遊客來自於臺北縣市，交通時間大都為「31~60分鐘」，同伴以「家人、親戚、朋友」為主，停留時間約「1-3」個小時，超過一半以上遊客是第一次參觀陶博館，訊息來源以「從親友得知」為最高，只有21.7%的遊客專程來參觀陶博館。 參觀遊客對陶博館服務品質各構面評價以「可靠性」構面得分最高，最滿意的三個項目為「周遭環境清潔」、「場地寬敞」及「館內環境清潔舒適」，最不滿意的項目為「服務人員的服裝特色」。遊客對於陶博館的整體服務品質滿意度評價介於「同意」與「非常同意」之間。遊客對於陶博館的重遊意願程度介於「可能」與「非常可能」之間，同時也願意推薦他人，並廣為宣傳陶博館優點。 參觀遊客在各項服務品質差異分析中，在「年齡」、「教育程度」、「同遊同伴」、「停留時間」、「受推薦前來」等問項達顯著差異。再分析陶博館服務品質評價、遊客滿意度與重遊意願等關係，發現3者之間均成正相關，達顯著水準，顯示服務品質與遊客滿意度有關，遊客滿意度也影響重遊意願，遊客滿意度與重遊意願呈正向影響。 本研究對後續研究建議為：可以朝陶博館遊客總量管制、教育活動、展覽規劃進行研究，提供改善陶博館整體參觀品質、宣傳方式及營運管理參考。

The purpose of this study is to understand the relationship between tourist satisfaction and the revisit wish in Yingge Ceramics Museum. We take Yingge Ceramics Museum as the scope of the research, to investigate tourists’ background and the behavior. We also analyze the differences of service quality, and discuss the relevance of service quality, satisfaction and the revisit wish. The result of this research can hope to provide references for the coherent units and the personnel as reference. This research provides the questionnaires during opening hours of Yingge Ceramics Museum and obtains four hundred eighty effective questionnaires. After statistical analyzing, the result shows that the major part of tourists in Yingge Ceramics Museum is female. The educational background is in the majority of the colleges or above, “Office worker” is the most common occupation among the visitors. 2/3 of the tourists are from Taipei City or Taipei County. The traffic time s takes mostly “31~60 minutes”. The companions the visiters take are primarily “family members, relatives and friends”. The staying time takes approximately “1-3” hours. More than 50% tourists visit Yingge Ceramics Museum for the first time. The information they originate almost from the relatives and friends. There are only 21.7% of the tourists visit Yingge Ceramics Museum on purpose. In average, the tourists give the highest score by “the reliability”in the aspect of the quality evaluation to Yingge Ceramics Museum. The most satisfactory three aspects are “the all around environmental neatness”, “the spacious location” and “the environmental cleaness and comfort in the Museum”. Not most satisfactory project is for “service workers' dress characteristic”. The tourists’ evaluation to the whole service quality degree of satisfaction goes between ”agreeable” and “very agreeable”. Among the tourists is the degree of the revisit wish situated between ” possible” and “very possible”. At the same time, they are also willing to recommend and promote Yingge Ceramics Museum widely to other people . In each service quality analysis, the level of “ age”, “ educational”, “ companions for the tour”, “staying time”, “recommendation for visit” show different with a very remarkable significance. To a further analysis, service quality appraisal of Yingge Ceramics Museum, satisfaction and revisit wish, it turns out that the three points are related to each other and serve as the remarkable standard. It also indicates the relations between service quality and tourist degree of satisfaction are very close. The tourist degree of satisfaction also affects the revisit wish. The tourist degree of satisfaction and the revisit wish assume the positive influence. The suggestions of this research are that the results may conduct total quantity control of the tourists, the educational activities and the exhibition projects to Yingge Ceramics Museum. The results can also provide a reference as improvements to the whole visit quality, promotive ways, marketing strategies and management of Yingge Ceramics Museum.