大學生購買旅遊產品之服務品質滿意度－－以醒吾科技大學為例

Students' Travel Product Purchase and Services Quality Satisfaction - The Case of Hsing Wu University of Science and Technology

近年來，隨著經濟的發展，國民所得不斷的提升，人們可供自由支配的時間增加，台幣升值，加上出國觀光手續不斷簡化、國際觀光市場強力促銷，以及民國76年10月政府開放赴大陸探親觀光等，政府在88年實施隔周休，又在90年全面實施周休二日等多重因素的影響下，更帶動了國人休閒娛樂的風潮，國人出國旅遊的人數逐年激增。由於觀光人數成長，旅行社業者競爭激烈，行銷活動推陳出新，該如何在旅行社同業間佔有一席之地，且需舉辦促銷活動，提高公司曝光率，並且提高旅行社市場占有率。旅行社業者為了滿足消費族群，需要不斷提升服務品質，吸引消費者再購意願。本研究以醒吾科技大學有向旅行社直接購買旅遊產品經驗之大學四技日間部學生，在旅行社購買旅遊產品之消費者意服務滿意度作為研究探討主題，透過研究方法與研究設計，結果顯示本研究的理論模型可獲得支持，顯示PZB五個構面之間，確實有著互相影響的關係。本研究發現旅行社服務品質，對大學生購買旅遊產品之消費意願有顯著正向影響，而在實務上本研究希望能透過定量的研究，協助旅遊業，在設計旅遊產品時能以顧客的觀點來進行設計，了解哪些因素會影響顧客在旅行社購物的態度，同時了解其應加以重視的地方，除了旅遊的套裝旅遊服務品質之外，旅遊網站服務品質也一樣要重視，讓旅遊業者具備更大的競爭優勢，以提供最符合需求之產品或服務給消費者。

In recent years, along with economic development, a wide range of factors such as: continuously increasing national income, increasing available leisure time, NT dollar appreciation, simplified procedures for traveling abroad, strong international tourism market promotion, the resolution of ROC government in October 1987 for Mainland tourists to visit relatives, government's weekly rest announcement in 1999, and the implementation of two-day weekends from the year 2001 have considerably driven people' entertainment trend and dramatically stimulated the annual number of people traveling abroad. Due to the growing number of tourists, intense travel industry competition, and marketing activity innovations, it is important to know how to occupy a place in the tourism industry, organize and conduct promotional activities, improve organizations' visibility, and increase travel agencies' market share are important concerns. Therefore, in order to satisfy consumers, it is of great need for tourism industry to continuously improve services to attract customers' repurchase intention. As such, this study aims to take Hsing Wu University's students with direct tourism product purchase experience from travel agencies to be main research samples to explore consumers' service satisfaction. Through research methods and study design, the results support the proposed theoretical model and prove the mutual influential relationships among PZB's five dimensions. The study finds that travel agencies' service quality has a significant positive impact on university students' tourism product consumption willingness. In practice, this study hopes to effectively assist the tourism industry in designing tourism products according to customers' point of views. It is noteworthy that in addition to travel packages' tourism service quality, tourism website service quality also needs more focus in order to create greater competitive advantages for the tourism industry to provide consumers with the most satisfactory products or services.