應用Kano二維品質模式於改善澎湖遊客中心觀光推廣與交通資訊服務之研究－－以國內觀光旅客為例

The Application of Kano Modeling in Improving Tourism Promotion and Transportation Information Services: A Case Study of Penghu Visitor Center

滿足觀光旅客對旅遊資訊的不同需求與交通相關資訊的諮詢服務是澎湖遊客中心所擔負的重要任務，尤其從過去的文獻中得知，服務品質與旅客的滿意度有密切的關聯性，因此本研究針對澎湖遊客中心之服務品質進行探討。本研究應用Kano 二維品質模式進行分析，採取非隨機之便利抽樣方法，選定近期參觀遊客中心之國內觀光旅客發放問卷。本研究共發出300份問卷，有效回收問卷255 份。研究結果顯示，澎湖遊客中心服務品質以「一維品質」為最多，其次為「當然品質」，最後為「無差異品質」。在旅客滿意係數分析中得出七項應加強的項目，此部分將有效增加旅客滿意度及降低旅客的不滿意程度。期盼本研究之研究結果可提供澎湖遊客中心作為營運管理提升服務品質之參考。 Previous research has highlighted the impact of service quality on customer satisfaction. Hence, to meet the different needs of travelers in terms of providing traffic-related information is an important task for the Penghu Visitor Center. The Kano modeling was applied in this study. Non-probability and convenient sampling was used to interview domestic tourists who recently visited the visitor center. A total of 300 tourists were surveyed. 255 questionnaires were valid. Applying Kano modeling, this study shows that the Penghu Visitor Center mostly offered one-dimensional quality elements, followed by must-be quality elements and indifferent quality elements. According to the obtained passenger satisfaction index, improvements should be carried out in seven areas which may effectively increase passenger satisfaction. The result of this paper is expected to the reference of the Penghu Visitor Center.

Previous research has highlighted the impact of service quality on customer satisfaction. Hence, to meet the different needs of travelers in terms of providing traffic-related information is an important task for the Penghu Visitor Center. The Kano modeling was applied in this study. Non-probability and convenient sampling was used to interview domestic tourists who recently visited the visitor center. A total of 300 tourists were surveyed. 255 questionnaires were valid. Applying Kano modeling, this study shows that the Penghu Visitor Center mostly offered one-dimensional quality elements, followed by must-be quality elements and indifferent quality elements. According to the obtained passenger satisfaction index, improvements should be carried out in seven areas which may effectively increase passenger satisfaction. The result of this paper is expected to the reference of the Penghu Visitor Center.