臺灣博碩士論文加值系統

人口高齡化在全球地區已是一個普遍現象，老年人口族群具有較多時間及可支配金錢來從事旅遊活動的特性，被視為具強大消費能力的市場。團體套裝旅遊一直是亞洲地區最主要的旅遊方式，而在旅遊行程中，旅館住宿被認為是最重要的部分之一。過往研究，少有針對銀髮族參加團體套裝旅遊旅館房間內設施之研究。本研究透過文獻回顧、台灣北中南三場焦點團體及專家深度訪談方式，將銀髮族旅館房間住宿不滿意及不便的因素萃取出，並與台灣旅館業者「統茂休閒旅館」協商決定出高雄統茂休閒飯店的改善項目，爾後，實際在房間內進行設施更改。本研究以實地實驗法方式，設計控制組及設施與解說措施不同的實驗組來驗證銀髮族房間設施使用滿意度差異效果，研究樣本共167位銀髮族，研究結果顯示旅館房間友善設施改善後，同時採用文宣及人員解說效果對於旅館住宿房間整體滿意度與設施改善前有顯著差異。本研究結果可補過往關於旅館住宿房間滿意度與銀髮族團體旅遊遊客研究不足之處，在實務上，未來旅館業對銀髮族團體旅遊旅客住宿之經營，可透過本研究結果作為提高住宿房間滿意度之參考。

Senior travelers are becoming more attentive and can not disregard market. It is one of the fastest growing market segments of worldwide tourism industry. In many Asian countries and areas such as Taiwan, Japan, Korea, Hong Kong, and China, etc., group package tour (GPT) is one of the main modes of outbound travel. During the en-tire group package tour itinerary, hotel is typically viewed as one of the most important sectors. In short, despite the importance of senior group package tourists to the hotel industry, there is a lack of empirical support regarding how they react to the facilities provided by the hotel.
The study applied an experimental design (quasi-experiments) for examining the relationship between customer satisfaction with those senior friendly attributes ob-tained from the literature review, three focus groups, and in-depth interviews. Rooms with senior friendly attributes are designated as experimental groups. Besides, in order to examine if the interpretation in printed-card or in printed-card and personal for those senior friendly attributes would moderate the customer satisfaction, two different interpretation forms are taken into consideration for experimental groups. The results from this study were that senior tourists have greater satisfaction in hotel rooms both with senior friendly attributes and interpretation effect (with both printed-card and personal interpre-tation). The study complemented prior satisfaction researches of senior GPT when living hotels. Recommendations for future research and managerial implication were also provided.

中文摘要　．．．．．．．．．．．．．．．．．．．．．． 1
英文摘要　．．．．．．．．．．．．．．．．．．．．．． 2
致謝辭　．．．．．．．．．．．．．．．．．．．．．．． 3
內容目錄　．．．．．．．．．．．．．．．．．．．．．． 5
表目錄　　．．．．．．．．．．．．．．．．．．．．．． 7
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． 8
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 9
　　第一節　　研究背景．．．．．．．．．．．．．．．． 9
　　第二節　　研究問題．．．．．．．．．．．．．．．． 10
第三節　　研究目的．．．．．．．．．．．．．．．． 13
第四節　　研究流程．．．．．．．．．．．．．．．． 14
第二章　　文獻回顧．．．．．．．．．．．．．．．．．． 15
　　第一節　　銀髮族團體旅遊．．．．．．．．．．．．． 15
　　第二節　　旅客旅館重視因素．．．．．．．．．．．． 16
第三節　　解說導覽．．．．．．．．．．．．．．．． 19
第四節　　顧客滿意度．．．．．．．．．．．．．．． 22
第三章　　研究方法．．．．．．．．．．．．．．．．．． 25
　　第一節　　研究架構．．．．．．．．．．．．．．．． 25
　　第二節　　研究假設．．．．．．．．．．．．．．．． 26
第三節　　變數之操作性定義．．．．．．．．．．．． 27
第四節　　友善設施屬性項目．．．．．．．．．．．． 28
第五節　　實驗設計．．．．．．．．．．．．．．．． 35
第六節　　問卷設計．．．．．．．．．．．．．．．． 44
第七節　　統計分析方法．．．．．．．．．．．．．． 47
第四章　　資料處理與分析．．．．．．．．．．．．．．． 48
第一節　　回收樣本特性分析．．．．．．．．．．．． 48
第二節　　友善設施對房間整體滿意度影響．．．．．． 54
第三節　　解說措施對房間整體滿意度影響．．．．．． 55
第五章　　結論與建議．．．．．．．．．．．．．．．．． 56
第一節　　研究結論與建議．．．．．．．．．．．．． 56
第二節　　研究限制．．．．．．．．．．．．．．．． 58
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 59
附錄　　 ．．．．．．．．．．．．．．．．．．．．．． 66

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