臺灣博碩士論文加值系統

近年來，愈來愈多的客家節慶活動相繼舉辦，如宗教慶典、地方特色、文化活動等，不但提供民眾觀光及休閒的機會，也帶動周邊產業商機與地方經濟成長。然而，節慶活動能夠成功的關鍵因素有很多，包括活動主題具有吸引力、完善的活動規劃及獨特的文化特色等，除此之外，節慶活動期間的服務也扮演著重要的角色。以行銷管理的角度而言，良好的服務品質可以讓遊客增加印象、持續吸引遊客參與節慶活動。因此，恰如其分的服務設計且使遊客感到滿意的服務內容是節慶主辦單位所要追求的目標。為了提升遊客滿意度，過去行銷管理的研究一直著重在品牌淨值或服務品質方面，然而在客家傳統節慶活動較忽略以品牌淨值或服務品質作行銷策略規劃。因此，本研究將以品牌淨值及服務品質之構面來探討客家傳統節慶活動的服務，建構客家傳統節慶活動的服務淨值指標。藉此瞭解遊客對客家傳統節慶服務知覺熟悉程度及知覺有用程度，並依據指標可以瞭解哪些服務已被過度重視或是需要加以推廣。本研究方法採用問卷調查及質性訪談的方式收集資料，並根據服務淨值指標分析結果，給予節慶主辦單位在節慶活動服務品質之建議。服務淨值指標採用矩陣視覺化的展現方式，使得節慶主辦單位容易理解，為客家傳統節慶服務提供了全面評估的好方法，並且可以避免浪費太多人力或社會資源，做為傳統節慶活動管理規劃及資源分配依據。本研究依據研究結果對節慶主辦單位提出以下建議，首先可針對不同年齡之遊客擬定客家傳統節慶服務策略，第二、維護節慶活動場所環境清潔，並提供定時清運垃圾服務，第三、設置安全防護設備、專人不定時巡邏，保障遊客活動安全，第四、體貼行動不便者或身心障礙人士，建設無障礙設施環境，第五、培養服務人員專業能力，提供優質人員導覽服務，第六、運用E化服務加強活動宣傳，以資訊科技提升服務品質，第七、加強行動服務的體驗及宣傳，提供遊客多元化的服務，最後，採用電子化視聽解說媒體取代傳統解說牌或解說摺頁的發放。

Recent years, more and more Hakka festivals have been held, such as religious celebrations, local and cultural activities. These festival activities not only can provide opportunities for tourism, leisure, but also led to the development of surrounding industrial and local economic. However, there are many critical success factors for the Festival event, including the activities attraction, perfect planning and unique cultural characteristics. Besides, the service also plays the important role during the festival activities. From the perspective of marketing management, the better service quality brings the better impression of the tourists which will make them visit these Festivals again. Therefore, appropriate service design and to make tourists satisfied with the services is the goal to be pursued by the festival organizers. In order to improve the tourist’s satisfaction, the previous researches of marketing management have been focus on brand equity or plain service quality. However, the planning of brand equity and service quality on marketing strategy is not still clear enough in cultural marketing, such as the traditional Hakka festivals activities. Therefore, this study integrated the brand equity index and service quality dimensions to explore the services of traditional Hakka festivals and constructed the service equity index of traditional Hakka festivals. To understand the tourists’ perceived awareness and perceived usefulness of traditional Hakka festivals service. According to the service equity index, the analysis result will assist the manager to identify which service is put too much emphasis or need to be more promoted. In this study, questionnaire survey and qualitative interviews both adapted to collect data and analysis results according to the service equity index. The research result proposed the recommendations for the festival organizers in the service quality of the festivals. Service equity index is a visual matrix, it can be easily understood and offers simply way to evaluate tourist awareness and usefulness of a Hakka Festivals services. This matrix will assist the manager to avoid wasting too many human or social resources, and can be used as the basis of management planning and resource allocation of the traditional festivals. Based on the research results, this study made the following suggestions on the festival organizers. First, the traditional Hakka festival service strategy can be developed for different age groups of tourists. Second, keeping the festival places a clean environment and provide garbage cleaning services. Third, set up the safety equipment and regular patrols to protect the safety of tourist activities. Fourth, take care the mobility problems or disabilities and to construct the barrier-free facilities.. Fifth, training the professional competence of service personnel, provide professional services. Sixth, take E-service to enhance the activities of publicity and use the information technology to improve service quality. Seventh, strengthen the experience and promotion of mobile services, offering tourists a wide range of services. Finally, adapted electronic audio-visual interpretation media to replace the traditional interpretative signs or travel pamphlet.

Keywords: Hakka Festivals, Service Equity Index, SERVQUAL, Service Quality

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 節慶活動 4
第二節 資源基礎理論 6
第三節 品牌淨值理論 8
第四節 服務品質理論 16
第五節 客家節慶服務 20
第六節 綜合探討 25
第三章 研究方法與實施 28
第一節 研究方法與工具 28
第二節 研究對象 30
第三節 研究步驟 31
第四節 研究實施 32
第五節 資料處理與統計分析 37
第四章 研究結果 41
第一節 描述性統計分析 41
第二節 客家節慶活動服務之知覺程度分析 47
第三節 人口特性對客家傳統節慶服務知覺程度之差異性分析 72
第四節 服務淨值指標分析 81
第五節 訪談結果分析 90
第五章 結論與建議 96
第一節 結論 96
第二節 建議 99
第三節 研究限制與未來研究建議 101
參考文獻 103
附錄 106
附錄一 訪談大綱 106
附錄二 正式問卷 110
附錄三 訪談紀錄 116
附錄四 人口特性對客家傳統節慶服務知覺程度之差異分析 121

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