旅服中心旅客行為類別及其行為差異性之研究

Study of Tourist Behavior Category and Difference at Tourist Information Centers

本研究探討高雄市五處旅遊服務中心（以下簡稱旅服中心）的旅客行為，研究目的主要有三：一為歸納旅客行為類別，以及確認主要行為，二為探討各旅服中心旅客行為相同或相異處，三為藉由旅客與旅服人員所發現的問題，提供實質建議。本研究資料來源以旅遊服務中心之每日工作日誌，以普查的方式進行內容分析。研究結果發現旅客行為共可歸類為七大類別：基本需求、住宿、景點與地點、交通、服務設施、餐飲與活動類別，且以「景點與地點」為最主要的類別。再者，以「服務設施」的類別而言，旗津、愛河與蓮池潭等旅服中心，旅客最常提問的問題同樣是「自行車的租借」；但是，高鐵新左營站與台鐵高雄火車站的旅服中心，則為「長庚醫院」。除此之外，以「基本需求」的類別而言，高鐵新左營站與台鐵高雄火車站的旅服中心，旅客最常提問的問題則同樣以「置物櫃」的諮詢行為為主；但是，愛河與蓮池潭的旅服中心，則同樣以「化妝室」的諮詢行為為主。最後研究發現，外國背包客主要出現在台鐵高雄火車站的旅服中心，因此建議台鐵高雄火車站的旅服人員，必須具備良好的外語溝通能力，方能勝任並提供優質的諮詢服務品質。本研究結果或許可以提高旅服中心服務效率，並為職前教育訓練之參考。

This study is focused on tourist behaviors at five tourist information centers (hereinafter to be referred as TICs) in Kaohsiung. Three research purposes are as following: 1. category tourist behavior and identify the main behavior; 2. explore the differences and similarities of tourist behavior among these five TICs; and 3. offer practical suggestions via problems brought up by TICs’ staff and tourist. Data was collected by log book that record daily subject of inquiry from tourist. Content analysis was applied. Results conclude that tourist behavior can be classified into seven categories: Basic Need, Accommodation, Sightseeing and Location, Transportation, Service Facility, Food and Beverage, as well as Activity. However, “Sightseeing and Location” is the main category for all TICs. In the category of “Service Facility,” Cijin, Love River, and Lotus Lake TIC are the same subject of inquiry in “bicycle rental,” whereas Zuoying High Speed Rail and Taiwan Railway Kaohsiung Station TIC are the same subject of inquiry in“Chang Gung Memorial Hospital.” Besides, in the category of “Basic Need,” Zuoying High Speed Rail and Taiwan Railway Kaohsiung Station TIC are the same subject of inquiry in “storage locker,” though Lover River and Lotus Lake TIC, the main subject of inquiry is “restroom.” Finally, staff and tourist brought up the problem of foreign language abilities to be able to communicate and provide good inquiry services for backpacker, particularly at Taiwan Railway Kaohsiung Station TIC. Results of this study may be applied to increase service efficiency and used as reference for TIC’s educational training.