華語導遊服務角色之探討：導遊與遊客之觀點

The Service Roles of Chinese Speaking Tour Guides: The Viewpoints of Tour Guides and Tourists

本研究採用層級程序分析法來探討台灣華語導遊在眾多服務角色中的關鍵要素。首先透過文獻回顧與多位業界專家之建議發展出各層級之評估項目與研究架構。之後採用問卷調查，以滾雪球抽樣方法得到十六位華語導遊與十九位使用華語的入境參團遊客之有效樣本。透過這兩群體之資料，瞭解他們對於台灣華語導遊各服務角色之看法。研究結果得到導遊與遊客在導遊服務各角色的重要排序認知有所不同。導遊認為前五項排序角色分別為維護團隊秩序／照行程規劃進行、減少與他人衝突、該旅遊地代表人、引起遊客注意力與傳遞正確訊息。而遊客最重視的五個角色項目除了傳遞正確訊息、減少與他人衝突、維護團隊秩序／照行程規劃進行與引起遊客注意力之外，維護安全也是相當重要的。

This study employs the Analytic Hierarchy Process(AHP) and aims to explore the main roles of Chinese speaking guide services in Taiwan. The research framework and items of each level were developed from the literature review and the interviews with several industrial experts. Snowball sampling was used in this study. After the surveys, the valid responses from 16 Chinese speaking guides and 19 Chinese speaking inbound tourists were obtained. More comprehensive viewpoints of guide service roles from these two groups were collected. The results revealed that the aspects of guide's main service roles from tour guides and tourists are different. Tour guides suggest that the top five ranking service roles of a tour guide are maintaining order/schedule, reducing conflicts, on behalf of the place, drawing attention and passing right information. Apart from passing right information, reducing conflicts, maintaining order/schedule, and drawing attention, tourists believe that remaining safety is also a critical guide service role.