臺灣博碩士論文加值系統

中華民國出國觀光人口，繼2000年首次突破七百萬人次紀錄後。近年來出國觀光人口更是迅速成長。2005年更突破八百萬人次。可以看出國人之旅遊風氣的興盛與普及，根據交通部觀光局的研究調查發現，團體旅遊為國外旅遊的主要形式。團體旅遊最大特色即是領隊角色一職。相對地，市場對領隊人員之需求也與日俱增。就旅遊從業人員中服務接觸時間長短來說，屬領隊人員與顧客的接觸較為頻繁。其全程服務之表現，取決旅客旅遊滿意度高或低之重要因素之一，其角色之功能對旅客來說是不可或缺的。

本研究將人格中情緒之觀點、結合領隊人員執業時之正面情緒表達為出發點。探討影響領隊人員正面情緒表達之情感因素，其意義在於：正面情緒表達對旅客滿意度產生影響，如果正面情感或負面情感特性帶給領隊正面的情緒表達效果，將有助於領隊展現更優異的工作表現。另外，探討領隊人員正面情緒表達與旅客滿意之間的關係為何，日後可作為旅行社售後服務檢討之依據。未來更有助於旅行社，瞭解領隊人員對旅客之影響是否有再購意願或其口碑傳播意願等。

本研究採用皮爾森相關分析：檢示領隊的正面情感或負面情感與正面情緒表達、領隊的正面情感或負面情感與旅客滿意度，及領隊正面情緒表達與旅客滿意度是否有顯著的相關性存在。運用迴歸分析：檢示上述變項之間是否達顯著水準，以及正面情緒表達是否為領隊人員正面情感或負面情感對旅客滿意度之中介變項，並具有中介效果。結果發現，正面情感與正面情緒表達領隊具顯著相關性。正面情緒表達與旅客滿意度具顯著正相關。正面情感與旅客滿意度具顯著正相關。正面情緒表達為正面情感對旅客滿意度之中介變項，具有中介效果。本研究結果在實務上的意涵可做為旅遊業界領隊人員召募、訓練及管理之參考依據。

In 2000, for the first time the number of overseas holidays taken by people from the Republic of China broke the record of seven million trips per year. Since then, the number has been on a steady increase; a record of eight million trips was set in 2005. From the figures, we can see that local people like to take overseas holidays. A study done by the Bureau of Tourism under the Ministry of Transportation and Communications shows that group tours are the main form of overseas travel. One of the key features of a group tour is the role played by a tour guide. Reflecting this, market demand for tour guides has increased sharply. Based on the amount of time spent by members of the tourism industry providing service, tour guides are in the most frequent contact with customers. Their performance during a tour is one of the important factors deciding the level of customer satisfaction. Tour guides play an indispensable role in terms of customer service.

The basis of this research is the link between tour leader’s expression of positive moods and their department and emotion while they are working. An examination of the emotional factors that affect tour guides’ expression of positive emotions means that positive moods affect the level of costumer satisfaction; that is, if positive feelings or negative feelings result in the positive expression of emotions, this may enhance the work performance of a tour guide. In addition, we will also explore a tour guide’s expression of positive emotions and how that is related to customer satisfaction. This will provide reference for travel agencies’ after-sales service. In the future, this should help travel agencies understand how tour guides affect customers willingness to reuse an agencies’ services or recommend the agency to others.

This research uses Pearson Correlation Analysis regarding a tour leader’s positive or negative emotions and positive expression of moods and whether there is an obvious relationship between a tour guide’s positive emotions or negative emotions and traveler’s satisfaction. Regression analysis is used to verify whether the above variables reach a level of significance and whether positive expression of mood is an intermediate variable between the tour leader’s positive or negative emotions and travelers’ satisfaction. The results show that positive feelings have an apparent relationship with the expression of positive emotions by the tour leader. The intermediate relationship of the expression of positive emotions and positive feelings on customers’ satisfaction have an intermediate effect. The results of this study have practical application for tour management and are useful for recruitment, training and management of tour leader personnal.

目 次
頁次

第一章 緒論
第一節 研究背景與動機……………..…………………..1
第二節 研究目的……………………..……………………4
第三節 研究範圍…………………..………………………5
第四節 研究流程…………………..………………………6

第二章 文獻回顧
第一節 領隊的定義與分類…………………..……………7
第二節 情緒勞務…………… ……………..…………..12
第三節 旅客滿意度…… ……………………..………..22
第四節 情感與情緒表達之關係…… ……..…………..28
第五節 情緒表達與滿意度之關係… ……..…………..29

第三章 研究設計與方法
第一節 研究架構及假設………………………..……….30
第二節 研究方法及變數…………… …..……………..32
第三節 問卷設計及分析方法…… ……..……………..34

第四章 研究結果
第一節 回收樣本及基本資料分析… …..……………..37
第二節 量表之相關係數分析……… …..……………..48
第三節 量表之迴歸分析…… ………..………………..50

第五章 討論與建議
第一節 研究假設驗證…………………………………….53
第二節 研究結論……………………… …..…………..57
第三節 實務建議…………………… ……..…………..59
第四節 研究限制及後續研究建議……………………… 61

參考文獻……………………… …………………………….62
附錄一：領隊問卷……………… ………………………….70
附錄二：團員問卷…………… …………………………….72

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