溫泉泡湯解說服務與遊客滿意度之研究－以龜丹溫泉區為例

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Title:	溫泉泡湯解說服務與遊客滿意度之研究－以龜丹溫泉區為例 The Study of Interpretation Service and Visitors Satisfaction for Hot Spring Case Study in the Gui -Dan Area
Authors:	黃春雄
Contributors:	觀光事業管理系歐陽宇
Keywords:	龜丹溫泉泡湯解說服務溫泉泡湯 Tourist Guide Service Hot springs Guei-Dan
Date:	2015
Issue Date:	2015-10-21 17:11:35 (UTC+8)
Abstract:	本研究以問卷調查法針對前往龜丹溫泉區接受解說服務之遊客為對象，設計與泡湯解說服務與遊客滿意度變數，發放正式問卷450份，回收420份，小計有效問卷388份、無效問卷32份。以電腦統計軟體SPSS 19.0 for Wind0ws統計套裝軟體，應用信度分析、描述性分析、卡方檢定、T檢定、單因子變異數分析及迴歸分析，建立泡湯解說服務與遊客滿意度之關係，瞭解不同遊客背景對解說服務與遊客滿意度之差異性及關聯程度。結果顯示，信度分析歸納在解說服務需求、滿意度的Cronbach's α係數皆在0.800以上，表示各構面具有良好的內部一致性。描述性分析歸納在解說服務需求中以泡湯解說人員親自解說、解說員是否具備專業知識及解說牌之內容是對遊客幫助最多的；在遊客滿意度中以透過泡湯解說服務提升溫泉健康促進認知是對遊客幫助最多的。卡方分析歸納在不同遊客背景與解說服務主題的差異，其中性別及教育程度僅在溫泉泉質主題有顯著差異，其餘無差異；年齡、職業、一年泡湯次數、曾來造訪龜丹溫泉區及曾接受過溫泉泡湯的解說導覽在溫泉泡湯設施及設備、溫泉泡湯對身體健康的幫助、相關禮儀、相關流程及知識來源主題皆呈現顯著性差異。T檢定歸納在不同遊客背景變項中，性別在解說服務主題需求皆呈現不顯著差異；不同遊客背景變項中，是否曾來過龜丹溫泉區及是否曾接受過溫泉泡湯的解說導覽在解說服務主題及滿意度皆呈現顯著差異。單因子變異數分析歸納在不同遊客背景變項中，年齡、職業及近一年內泡湯次數在解說媒體、解說員需求及滿意度皆呈現顯著差異；不同遊客背景變項中，職業在解說牌摺頁上呈現顯著差異。迴歸分析歸納在解說媒體、解說員、解說牌或摺頁需求與滿意度之關係，在整體解說媒體、解說員之需求愈高，其整體滿意度就愈高。此種分析程序不僅可以建構臺南市龜丹溫泉區泡湯解說服務與遊客滿意度之關係，同時可以評估遊客背景變數、解說服務主題及遊客滿意度之顯著性差異及關聯性，俾提供給相關機關及業者改善與建議。 This study aims to investigate the relationship between the hot spa tourist guide services and the visitor satisfaction. Questionnaires are collected from the tourists of Gui-Dan hot spa, with 388 valid questionnaires, and 32 invalid ones. Collected data are analyzed mainly by SPSS 19.0 for Windows statistical package software and other data analysis toolkits. The main research results are provided for reference as follow: Research reflected by Chi-Square Test showed that, whether the visitor has visited the spa before, and whether he/she would accept the hot spa tourist guide service revealed significant differences on both the demand and required topics of the hot spa tourist guide services. Research through T-test showed that the elements of the visitor’s occupation and those visitors who have agreed to use the hot spa tourist guide service presented significant differences on the demand of tourist guide media, personal tourist guide interpretation service, as well as the tourist guide brochures. Research result from the test of One-way ANOVA showed that the tourist’s frequency of visiting the hot spa; whether he/she has visited the hot spa before; and whether he/she has choose to accept hot spa tourist guide services, all showed significant differences in the general outcome of the visitor satisfaction. According to the regression analysis in this research, tourists who have accepted personal hot spa tourist guide interpretation service , or tourists who have used hot spa tourist guide service or relevant tourist guide media, such as tourist guide brochure, tourist guide movie, and tourist guide notice board, all showed higher overall visitor satisfaction. Likewise, tourists also showed higher overall visitor’s satisfaction towards those hot spa tourist guide, who have professional knowledge; who have pleasant guide manner; and who provide guide service within proper time.
Relation:	學年度：103，161頁
Appears in Collections:	[Dept. of Tourism Management] Dissertations and Theses

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