運用解析Kano模式探討台南市古蹟觀光吸引力之要素

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Title:	運用解析Kano模式探討台南市古蹟觀光吸引力之要素 Applying Analytic Kano Model to Explore the Tourism Attraction Elements of Tainan Historical Sites
Authors:	朱怡貞
Contributors:	休閒保健管理系董志明
Keywords:	台南市古蹟解析Kano模式觀光吸引力 Tainan Historical Sites Analytical Kano Model Tourist Attraction
Date:	2018
Issue Date:	2019-02-27 16:47:45 (UTC+8)
Abstract:	台南是台灣最早開發的地區，利用古蹟發展觀光，這是台南很大的優勢。本研究以台南市古蹟為研究個案，利用Kano問卷，找出台南市古蹟觀光吸引力的屬性類別及滿意度改善指標。進一步透過解析Kano模式的運用，加以找出重要性指數與滿意度指數要素的分類排序，並分析未來明確可改善之方向，以期吸引更多遊客並發揮其文化教育的功用。研究結果顯示，台南市古蹟觀光吸引力之要素：一、必須品質僅「保存與維護良好」一項。二、一維品質重要性指數前三名為：「環境景觀清潔乾淨」、「周邊停車方變」、「到達古蹟的公共運輸便利」。滿意度指數前三名為：「內部說明、導引指示牌清楚」、「門票收費合理」、「到達古蹟的公共運輸便利」。三、魅力品質重要性指數前三名為：「當地小吃美味可口」、「古蹟的導覽解說良好」、「服務人員態度良好」。滿意度性指數前三名為：「具有教育意義」、「當地名產具有特色」、「感受到當地的風俗民情與歷史氛圍」。 Tainan is the earliest developed area in Taiwan. Therefore, using historical sites to promote tourism plays an important part in tourism development. The research focuses on the study of historical sites in Tainan and tries to analyze the factors to attract the tourists to visit the historical sites in Tainan by using the Kano questionnaire. Through the further use of Analytical Kano Model, this study proposes satisfaction improvement index and ranks the factors of the importance index & the satisfaction index in hope that this study can provide precise orientation for the tourism in order to attract more tourists and play an significant role in cultural education. The result shows the factors of attraction of historical sites in Tainan as follows: 1. Must-Be Quality: It only appears in “Good Preservation and Maintenance” 2. The importance index of One-Way Dimension Quality in top 3 as follows: “Clean Environmental Landscape”, “ Easy Parking on the Periphery of the Site” , and “Convenient Public Transportation to the Site”. The satisfaction index in top 3 are as follows: “The Explicit and Precise Indicator inside the Historical Sites”, “Reasonable Ticket Fares”, and “the Convenient Public Transportation to Historical Sites.” 3. The importance index of Attractive Quality in top 3 as follows: “Delicious Local Cuisine”, “Good Tour Narration”, and “Good Attitudes of Servers”. The top 3 for the satisfaction index are as follows: “ Educational Meaning”, “Featured Local Specialties”, and “Sense of Local Customs and Cultures and Historical Atmosphere”.
Relation:	電子全文公開日期：2020-07-30，學年度：106， 87頁
Appears in Collections:	[Dept. of Recreation and Health-Care Management] Dissertations and Theses

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