遊客滿意度調查研——以台灣好行獅山南庄線為例

A Study on Tourist Satisfaction Survey- using Taiwan Tourist Shuttle service of Shishan Nanchuang line as an example

為推動台灣好行獅山南庄線整體行銷，提升獅山南庄線的服務品質，針對遊客對獅山南庄線之滿意程度、發展意見之基礎資料，進一步建立獅山南庄線遊客滿意程度長期追蹤調查模式。調查時間為 2015 年 5 月路線上線至 2015 年 6 月 30 日止，每周包含平、假日分別調查。台灣好行獅山南庄線之滿意度問卷調查之設計規劃：遊客之類型、滿意度調查、改善台灣好行的意見以及沒有搭乘台灣好行的原因。問卷調查地點包括：獅山遊客中心、勸化堂，以及南庄遊客中心等，結果顯示乘坐台灣好行獅山南庄線，有助於提高整體滿意度與忠誠度，而乘坐台灣好行獅山南庄線的遊客之滿意程度高的為司機服務品質、其次是車輛舒適度，至於整體滿意度的不滿意原因，主要是巴士整體環境、其次是獅山南庄線宣傳不足、路線規劃不良，作為未來改善服務品質之依據。

To improve service quality of Lions Head Mountain Nanzhuang Route, and the integration marketing will focus on the tourism’s experience of shuttle bus surveys, and base on satisfaction, and collating data with any other comments, to trace satisfaction in long-term. Investment date from May 2015 until the 30th June 2015, which including weekday, and weekend will separate to the in depend topic to research. The shuttle bus survey main question will be what transport did you took to the Lions Head mountain, and will be research on type of tourism, satisfaction, and the experience of taking shuttle bus, and why didn’t take shuttle bus. Survey Locations are including “Quanhua Templa”, Lions Head Mountain Visitor Center, and Nanzhuang Visitor Center. The result shows the attitude of bus drives are the most important thing that passger are satisfied and loyalty, who will take the shuttle bus again. Second important are the comfortable of the buses. However, the unsatisfied main reason is the environment inside of the buses are not well, then other reason such as lack of advertise of Lions Head Mountain Nanzhuang Route for future service system improvements.