臺灣博碩士論文加值系統

隨著臺灣高齡人口急速增加，銀髮族的旅遊需求亦逐年提升，且大多選擇團體套裝行程作為國外旅遊的方式。領隊是團體套裝旅遊的靈魂人物，也是參團旅客滿意與否的關鍵要素。由於銀髮族群對於服務的需求與其他年齡層旅客有所不同，本研究透過質性研究之文獻回顧及深度訪談方法，探討銀髮族團體套裝遊程，在旅行前、中、後各階段之領隊關鍵服務作為。研究結果可以提供給旅遊業者及領隊，做為提升銀髮族國外團體旅遊帶團服務品質及相關專業教育訓練之參考。
本研究共訪談六位具銀髮族團體旅遊帶團經驗之領隊與四位曾經參團的銀髮族旅客。經分析歸納得到領隊認為重要的關鍵作為34項，及銀髮族期望之服務作為26項。其中，領隊與銀髮族都認為重要之關鍵作為包含：1.說話慢、有條理並多重複幾遍；2.車程每隔一個半小時要安排上廁所；3.協調餐廳讓旅客的保溫瓶可加熱水...等15項。領隊認為應該做到但銀髮族沒有提出的關鍵作為有：1.找到較熱心團員協助在旅程行進中看頭看尾；2.遊覽車安排年長的座位盡量靠近車子前後門；3.住宿酒店避免安排到四樓或太高樓層及角落邊間...等19項。銀髮族認為重要而領隊忽略之關鍵作為有：1.下飛機後，領隊要在明顯地方舉牌，以方便好辨識找到人；2.一上車，需提醒有沒有遺漏東西及告知整天的活動概況；3.在景點參觀時，需再三地提醒安全上考量應該注意的地方...等11項。
研究者根據上述結果提出以下三點建議：1.旅行社業者宜制定銀髮族團體旅遊帶團標準操作程序；2.加強銀髮族領隊與一般領隊關鍵作為差異化之教育訓練；3.領隊考試及訓練科目中加入與銀髪族團體旅遊帶團相關的教育課程或認證制度。

With the rapid increase in the elderly population in Taiwan, the travel needs of the seniors have also increased year by year, and most of them choose group package tours as a way to travel abroad. The tour leader is an indispensable role in group package tour, and is also the key factor for the satisfaction of the group tourists. Since the demand of the seniors for service is different from that of other age groups, this study explored the critical services of tour leader of group package tour for seniors at different stages of a tour, through qualitative research of literature review and in-depth interview. The results of this study can be provided to travel agencies and tour leaders as a reference for improving the service quality and relevant professional education and training of overseas group package tour for seniors. This study interviewed six tour leaders who had led group package tour for seniors and four seniors who had participated in the group package tour. The analysis shows that there are 34 important service items concerned important by the tour leaders, and 26 expected service items concerned by the seniors.
There are 15 critical service practices which both the tour leader and the seniors considered important, including slow, organized and repeat oral expression, arranging toilet every one and a half hours during tour bus traveling, and asking the restaurant to refill thermos for seniors, etc. There are 19 critical service practices that the tour leaders considered important but the seniors did not, including asking an enthusiastic tour participant to assist in the journey, seating the seniors close to front or rear doors of the tour bus, checking the seniors into the hotel rooms other than at the fourth floor and close to elevators, etc. There are 11 critical services that the seniors considered important but the tour leaders ignored, including holding a sign in a conspicuous place to facilitate identification after getting off the plane, reminding tourists not to miss any belonging and informing activities of the day on the tour bus, asking tourist again and again to pay attention on risk at scenic spots, etc.
Based on these findings, the researchers put forward three suggestion:
1.Travel agencies should formulate standard operating procedure for group package tour of the seniors. 2.Strengthen the education and training on the difference of critical service between the senior tour leaders and the general tour leaders. 3.Education courses or certification systems related to group
package tour of the senior are included in the examinations and training courses for the tour leaders.

中文摘要 i
英文摘要 iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 x
第壹章 緒論 1
第一節　研究背景與動機 1
第二節　研究目的 4
第三節　研究流程 5
第貳章 文獻回顧 6
第一節　銀髮族旅遊現況 6
第二節　團體套裝旅遊 9
第三節　領隊 13
第四節　服務品質 16
第五節　關鍵事件技術 20
第參章 研究方法 22
第一節　研究架構 22
第二節　深度訪談 23
第三節　訪談對象 26
第四節　資料分析 27
第肆章 研究結果 29
第一節　領隊認為重要之關鍵作為 29
第二節　銀髮族所期望之服務作為 48
第三節　領隊關鍵作為與銀髮族期望服務之對照分析 62
第伍章 結論與建議 66
第一節　結論 66
第二節　建議 73
第三節　研究限制與未來建議 76
參考文獻 77
附錄 83

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