臺灣博碩士論文加值系統

國際觀光旅館之客源，通常以外國來台的旅客為主。而歷年來台旅客中，日本人來台人次都名列前茅；另外，自從中國大陸開放人民出外觀光以後，全球各地無不覬覦這塊大餅，臺灣的旅遊業也準備多年以迎接大陸旅客的光臨。本研究的動機乃在於探討這兩大重要客源旅客在選擇高雄地區國際觀光旅館時，是否會因為國籍文化不同、旅遊特性不同、社經背景不同等等，對旅館設備與服務品質重要性之認知及實際感受之滿意程度有所差異的比較。
本研究以重要性-表現程度分析法（Importance-Performance Analysis, IPA）並配合SWOT分析法，加以探討分析比較大陸與日本旅客對高雄地區國際觀光旅館的選擇因素，這六項因素包括1.服務品質；2.商務設備；3.價值評估；4.客房及櫃檯接待；5.餐飲及休憩設施；6.安全性等六項歸類。並以此設計問卷，共印製700份問卷，調查期間自民國95年3月8日至4月8日，最後回收有效問卷日文版161份，中文簡體版116份，問卷回收率為39.5%。
研究分析結果發現，高雄國際觀光旅館對於兩國籍旅客而言，已具備之優勢幾乎沒有，只對於大陸旅客產生兩個優勢項目，即旅館具備國際直撥電話與旅館格調氣氛雅致。由此可見，高雄國際觀光旅館應該思考如何提供本身的競爭優勢，才能吸引更多的大陸與日本旅客的住宿率。而應該加強的重點則是：在針對大陸旅客面則必須要加強室內溫度控制良好的項目。此外，針對日本旅客除了同樣地要加強改善室內溫度控制良好項目外，還要特別改善的是餐飲價格合理的部分，高雄國際觀光旅館應針對這些項目有所重視，經由改善後進而提升滿意度。

The main source of the international hotel guests are mostly comprised of the travelers from foreign countries; and among those foreign travelers, the Japanese are always in the highest rank to Taiwan and become the most important market. On the other hand, since Mainland China has liberalized the Chinese for sightseeing abroad, the travel industry all over the world are widely opening their arms and try to absorb this big cake.
Taiwanese tourism industry as well has been preparing and standing by the arrival of the Mainland Chinese for the recent years. This is the reason why the study will focus on these two major markets of traveler and take a close look to see that when selecting the international hotel in Kaohsiung, whether it will be affected by the different culture, traveling attitude, social or economic back-ground etc., so as to compare the importance of hotel facility and service quality in the perception of guest’s recognition and satisfaction, a comparison of the difference. The IPA (Importance-Performance Analysis) along with SWOT analysis are applied to analyze the selecting factors of Mainland Chinese and Japanese travelers to six international hotels in Kaohsiung.
Those factors are categorized into 6 groups : 1. service quality; 2. business facilities; 3. value; 4. room & front desk; 5. food & recreation; 6. security; A questionnaire is formed according to this format and 700 copies has been printed.This survey was conducted from 8th, Mar. to 8th, Apr. in 2006, and finally returned with 161 valid in Japanese and 116 valid in simplified Chinese, the rate of valid returned is 39.5%. The results of the analyses come out as follows:
To both Mainland Chinese and Japanese travelers, Kaohsiung International Hotels remain few strengths, there are only two items of strength, i.e. IDD service is available. & Hotel provides comfortable ambience. Kaohsiung International Hotels should take serious considerations to enforce their strength in competition to improve higher occupation rate, i.e. for Mainland Chinese travelers, High quality in-room temperature control; for Japanese, High quality in-room temperature control. and Hotel F&B is value for money; those improvements will promote travelers’ satisfaction.

論文提要..................................................................................................................I
摘要............................................................................................................................II
Abstract...................................................................................................................III
致謝詞.......................................................................................................................V
目錄...........................................................................................................................VI
表目錄...................................................................................................................VIII
圖目錄......................................................................................................................IX
第一章 緒論......................................................................................................10
第一節 研究背景與動機..........................................................................10
第二節 研究目的........................................................................................14
第三節 研究範圍與對象..........................................................................15
第四節 研究流程........................................................................................16
第二章 文獻探討...........................................................................................18
第一節 滿意度理論....................................................................................18
第二節 重要性—表現程度分析............................................................22
第三節 國際觀光旅館...............................................................................25
第四節 來台旅客心理與習性.................................................................37
第三章 研究設計...........................................................................................39
第一節 研究架構........................................................................................39
第二節 研究假設........................................................................................40
第三節 問卷設計........................................................................................41
第四節 抽樣方法........................................................................................43
第五節 信度..................................................................................................44
第六節 資料處理與分析方法.................................................................45
第四章 資料分析...........................................................................................46
第一節 來台旅客基本資料分析............................................................46
第二節 來台旅客住宿國際觀光旅館前認知與實際感受後滿意
度分析................................................................................................................55
第三節 來台旅客基本資料及旅遊特性對實際感受滿意度之變異數分析...........................................................................................................64
第四節 來台旅客重要性—表現程度分析..........................................74
第五章 結論與建議......................................................................................82
第一節 結論..................................................................................................82
第二節 建議..................................................................................................85
參考文獻................................................................................................................87
附錄一、問卷中文版......................................................................................94
附錄二、問卷中文簡體................................................................................97
附錄三、問卷日文版....................................................................................100

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