Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/81107
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
汪亞翰
Li, Chieh-Lu
Liu, Keng-Yu
李介祿
劉耿佑
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.
摘要: 
以自然遊憩取向之遊客在特性上大不相同。不同文化背景的遊客有不同的服務品質感受。本研究主要目的為以族群來代表不同文化背景,探討台灣多元族群中三大族群,閩南族群、客家族群及外省族群之服務品質知覺差異並進行比較。本研究於2007年至2008年在太魯閣國家公園、2009年至2011年惠在惠蓀林場森林遊樂區等自然戶外遊憩區域為樣區,進行抽樣調查,從中取得1,686位閩南族群、473位客家族群和211位外省族群之遊客樣本(n=2,370)。服務品質問項共有20個,包含設施、管理、服務與資訊四大構面,分析結果顯示,三大族群對四個服務品質知覺構面皆有顯著差異。其次對20個服務品質問項進行分析,結果發現有16個問項呈顯著差異。另外本研究特別發現客家族群相較於閩南族群與外省族群具有較低的服務品質。此研究及討論結果可提供資訊做為公園與遊憩經營管理的參考。

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.
URI: http://hdl.handle.net/11455/81107
Appears in Collections:農業暨自然資源學院
第35卷 第03期

Files in This Item:
File SizeFormat Existing users please Login
151378-6.pdf640.26 kBAdobe PDFThis file is only available in the university internal network    Request a copy
Show full item record
 

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.