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標題: 台灣文化族群服務品質知覺比較之整合研究
Comparison of Perceptions of Service Quality among Cultural Groups: An Integrated Study in Taiwan
作者: Wang, Ya-Han
Li, Chieh-Lu
Liu, Keng-Yu
關鍵字: 文化族群;Cultural group;服務品質知覺;比較研究;公園與遊憩;太魯閣國家公園;惠蓀林場森林遊樂區;service quality perception;comparative research;parks and recreation;Taroko National Park;Huisun National Forest Recreation Area
出版社: 臺中市: 國立中興大學農學院實驗林管理處
Project: 林業研究季刊, Volume 35, Issue 3, Page(s) 209-221.

The characteristics of nature based recreation visitors were not all alike. Visitors from different cultures may perceive different service quality. The purpose of this study was to explore the perceptions of service quality differences among major Taiwan cultural groups, specifically looking at the case of Hoklos, Hakkas, and Mainlanders. We used ethnic groups as a proxy of culture and examined a sample of 1,686 Hoklos, 473 Hakkas, and 211 Mainlanders (n = 2,370) for the visitor surveys at Taroko National Park from 2007 to 2008 and Huisun National Forest Recreation Area from 2009 to 2010. The measures of service quality composed of 20 items, and broke into four dimensions including facility, management, service, and information. The result revealed that the four service quality dimensions were significantly different among three cultural groups. Further analysis showed that 16 out of 20 service items differed among groups. In particular, we found Hakka people tended to perceive lower service quality. The discussion and research implications for parks and recreation management are also provided.
Appears in Collections:農業暨自然資源學院
第35卷 第03期

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