Kano模式應用於伴手禮品質改善策略之研究

A Study of an Application of Kano Model upon Souvenirs for Quality Improvement

觀光購物的消費支出約占旅客總支出的30-49%（Keown,1989;Turner & Reisinger,2001），比重相當高。台灣觀光局（2013）的統計資料亦指出2012年台灣之觀光外匯總收入為117.69億美元（新臺幣3,485億元），其中以購物費所占比例最高（36.33%），因此如何提升伴手禮等商品的品質，以維持遊客的購買意願及良好口碑，實為當地政府促進觀光經濟的當務之急。本研究採用問卷調查方式並以旅客為調查對象，運用KANO二維品質模式來探討高雄市伴手禮類型、商品屬性等品質要素所具有的品質屬性進行分析；進而結合KANO二維品質改良模式與重要性──滿意度（I-S）模式，探討伴手禮品質的改善策略；研究結果發現，旅客對高雄市政府目前評選出之伴手禮並不熟悉，而且對約三分之二的伴手禮商品類型、商品屬性與高雄市政府推廣策略項目表示無差異品質，顯示高雄市需加強伴手禮的特色營造及推廣活動。研究結果與建議可提供政府施政及相關業者經營管理及後續研究之參考。

Spending of tourism shopping activities accounts for 30% to 49% of total tourist expenditure (Keown, 1989; Turner & Reisinger, 2001), the proportion is quite high. Taiwan Tourism Bureau (2013) statistics also pointed out that Taiwan 2012 foreign exchange gross revenue from tourism of US$ 11.769 billion, and the highest proportion of shopping cost (36.33%). Thus, how to improve the quality of souvenirs commodities to maintain consumers’ purchase intention and good word-of-mouth, which is to promote tourism economy, is an urgent priority of local government. The study used questionnaire survey method and tourists as samples; the study applied the Kano model to investigate and classify Kaohsiung city’s souvenir types, product attributes, and analyzed quality elements different classifications. Then, combining a refined Kano model and IS model, to investigate strategies of souvenir quality improvement. Research result shows, tourists not familiar with currently selected out of Souvenir from Kaohsiung city government, and among the 36 quality items for about two-thirds of souvenir type, product attributes and the promotion Strategy of Kaohsiung city government which indicates indifferent quality elements that show Kaohsiung need to strengthen souvenirs’ characteristic building and promotional activities. According to research conclusions, these findings offer managerial implications for government policy, tourism related industry and future researches.