清真認證吸引力、服務品質及滿意度之研究

穆斯林族群近幾年深受眾多國家歡迎，促使世界諸國開始重視清真認證，旅館業者為了吸引穆斯林目光也增設或取得與穆斯林有關的認證及設施。本研究以國際觀光旅館為例來探討清真認證吸引力、滿意度與服務品質之關係。本研究以問卷調查方式做資料搜集，透過問卷發放以國際觀光旅館或一般觀光旅館之消費者為抽樣範圍，透過問卷回收112份有效問卷進行分析。運用單因子變異數分析結果顯示在吸引力構面的「國際化」，在「宗教信仰」變項呈現5％的顯著水準，研究假設部份成立；吸引力構面項目中的「風情民俗」、「宗教美食」變項皆未呈現5％的顯著水準，研究假設不成立。運用單因子變異數分析結果顯示在服務品質構面的「有形性」、「保證性」，在「個人月收入」變項呈現5％的顯著水準，研究假設部份成立；服務品質構面項目中的「可靠性」、「反應性」、「關懷性」變項皆未呈現5％的顯著水準，研究假設不成立。﹙一﹚推動社會大眾對於清真認證的認知；﹙二﹚政府權責單位要落實清真認證的稽查；﹙三﹚政策宣導、及教育，加強旅宿從業人員對於清真認證的認知；﹙四﹚鼓勵國際觀光旅館業者積極取得穆斯林認證。

Muslim communities have been welcomed by many countries in recent years, which has prompted countries around the world to attach importance to Muslim certification. Hoteliers have also added or acquired Muslim-related certification and facilities in order to attract Muslims'attention. This study takes international tourist hotels as an example to explore the relationship between halal certification attraction, satisfaction and service quality. This study collects data by means of questionnaires. Through questionnaires, 112 valid questionnaires were collected and analyzed, taking consumers of international tourist hotels or general tourist hotels as samples. The results of one-way ANOVA analysis showed that the ''internationalization'' of the attraction dimension showed a significant level of 5% in the ''religious belief'' variable, and the research hypothesis was partly valid; the ''customs'' and ''religious cuisine'' variables of the attraction dimension project did not show a significant level of 5%, and the research hypothesis was not valid. The results of one-way ANOVA showed that the ''tangibility'' and ''assurance'' in the service quality dimension showed a significant level of 5% in the ''personal monthly income'' variable, and the research hypothesis was partly valid; the ''reliability'', ''responsiveness'' and ''caring'' in the service quality dimension items did not show a significant level of 5%, and the research hypothesis was not valid. According to the research results to make recommendations: (a) Promoting public awareness of halal certification; (b) Inspection of Muslim Certification by Government Power and Responsibility Units; (c) Policy advocacy and education to enhance the awareness of halal certification among hotel and lodging practitioners; (d) Encourage international tourist hotel operators to actively obtain Muslim certification.