森林文創園區服務品質之研究──以檜意森活村為例

本研究主要在探討森林文創園區－檜意森活村服務品質之探討，了解檜意森活村所提供的各項資訊，是否會反映出遊客的滿意度。研究對象以參觀過檜意森活村之遊客為主，問卷參考e-SERVQUAL量表設計40題，採實體問卷及網路便利抽樣問卷調查方式進行，共回收實體問卷290份、網路問卷130份，總共420份問卷，有效問卷413份。資料分析採用敘述性統計及重要度-表現分析法（mportance-Performance Analysis，簡稱IPA）結果發現服務品質之「到檜意森活村的交通便利｣、「若遇困難，服務人員樂意提供協助｣、「服務人員是樂於服務的｣、「檜意森活村的參觀動線與指標明確」為首要改善的。

This study is mainly to explore the service quality of the Forest Creative ParkHinoki Village and to know whether the information provided by Hinoki Village will reflect the satisfaction of tourists. The questionnaire is based on the e-SERVQUAL scale design 40 questions, using the entity questionnaire and the network convenient sampling questionnaire survey，A total of 290 entity questionnaires and 130 online questionnaires were collected, a total of 420 questionnaires and 413 valid questionnaires. Data analysis uses Narrative Statistics and the Importance-Performance Analysis (IPA) As a result, it was found that the service quality was “convenient transportation to the Hinoki village”, “the service staff were willing to provide assistance in case of difficulties”, “the service staff was willing to serve” and “the visits and indicators of the Hinoki Village were clear” for the first improvement.