以顧客觀點分析永續觀光的需求──以鐵道觀光為例

ANALYZING THE REQUIREMENTS OF SUSTAINABLE TOURISM WITH CUSTOMER-ORIENTED PERSPECTIVES－A CASE OF RAIL TOURISM

觀光已經成為重要的產業之一，然而因為氣候變遷，永續議題成為現今觀光業面臨的挑戰。隨著鐵道觀光風行世界各國，發展成各地觀光特色，鐵路營運者面對高速鐵路、客運巴士等運具競爭下，除了提升運輸服務品質，亦可以積極推動多元化休閒觀光鐵路旅遊的方向，以增加營運收益，並且以碳排的角度，鐵路運輸為相對較為永續的運輸模式，因此發展鐵道觀光為一新契機。如何有效發展鐵道觀光的服務模式，並使其能滿足旅客的需求，亦即提供符合旅客需要之鐵道觀光服務模式，並顯著改善其服務品質，遂成為鐵道觀光服務提供者面對的重要課題。本論文應用Kano模式探討鐵道觀光服務的品質要素，透過Kano模式可以將品質要素進行分類，並且瞭解品質要素對於顧客滿意的影響，進而作為鐵道觀光服務改善及創新服務發展的參考。

Tourism has been one of the important industries, yet it is currently facing the sustainability related issues due to the climate change. With the popularity of the world under the rail tourism, rail tourism has developed as local tourism characteristics. While rail operators face competition of the high-speed railway, highway buses and other transportation modes, in addition to enhancing the quality of services can also actively promote diversification towards rail tourism to increase their revenues. Therefore, the development of tourism can be taken as a new opportunity for the railway. How to develop the service model of rail tourism, and so that it can fully meet the needs of customers is an important issue. This study investigates the quality of the service elements of rail tourism with the customer-oriented perspectives. Specifically, in order to develop service models that meet the needs of customers, the Kano model is utilized to classify the service quality attributes of rail tourism and to understand the impact on customers’satisfaction, helping the service improvement and innovate new services for rail tourism to satisfy customers.