探討熟齡族群對溫泉旅館旅遊之關鍵品質要素

Investigate the Critical Factors of Quality for Mature Traveler on Hot Spring Hotels

臺灣人口老化現象正在快速的轉變，預估於民國107年將成為高齡社會。根據交通部觀光局之資料顯示，年齡介於40至59歲以及60歲以上之國人，已成為國內旅遊之主要對象。然而，目前顯少研究針對年齡介於45至64歲之熟齡族群（Mature Age），探討溫泉旅館旅遊之知覺價值。因此，本研究透過品質機能展開（Quality Function Deployment, QFD），找出溫泉旅館對於熟齡族群關鍵品質要素之優先改善順序。實證結果發現，綜合熟齡族群以及溫泉旅館管理者之評析，最適優先發展與改善熟齡族群旅遊之關鍵品質要素之排序依序為：「品質保證」、「浴室安全設施」、「服務人員的服務態度」、「行為成本與貨幣價格」、「年長者的需求」、「個別情感反應性」、「視力老化因素」以及「醫療保健設施」。因此，本研究成果除了可提供礁溪溫泉區之溫泉旅館或相關單位做為改善服務品質之參考外，亦可作為後續探討年長者對溫泉旅遊服務品質之參考量表。

Taiwan's population is aging rapidly, it will become an aging society in 2018. According to Tourism Bureau, over the age of 60 has become the main target of domestic travel. In recent years, hot spring hotels flourish in hot spring area, with hot spring tour itinerary is loved by the Taiwanese. However, it's not popular to investigate the critical factors of quality for Mature Age traveler. Therefore, the purpose of this study is to find out the improvement ranking of quality factors for mature age applying by Quality Function Deployment (QFD) in hot spring hotel. From the empirical survey, the critical factors of quality for mature age are behavior cost and monetary price, service attitude of staff, individual emotional response, quality assurance, the needs of mature age, bathroom safety facilities, vision aging factors and healthcare facilities. The results of this research in addition to providing hot spring hotel of reference as to improve service quality, but also as a follow-up to investigate the quality of seniors for hot spring tourism.