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研究生(外文):Peng, Yi-Jen
論文名稱(外文):Constructing the Service Equity Index to Traditional Hakka Festival Services
指導教授(外文):Chang, Chen-Chi
外文關鍵詞:Hakka FestivalsService Equity IndexSERVQUALService Quality
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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

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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