以跨層級分析，探討智慧領團App對帶團的影響

Cross-Level Analysis of the Effect of a Smart Tour Guide App on Tour Leader Performance

儘管旅遊相關Apps的使用已經不少，惟應用於領隊帶團作業App的開發與使用仍然不多，而且缺乏相關的研究。本研究目的即在應用層級線性模式之跨層級分析法探討智慧領團App的績效，對旅遊過程中團員與領隊之間的互動品質、領隊服務表現以及旅遊滿意度之影響。本研究以團體套裝旅遊的領隊與團員為調查對象，採取立意抽樣法選取受訪者，總共回收有效問卷47組樣本(47位領隊問卷、470份團員問卷)。研究結果顯示，不論從領隊端或團員端觀點，領團App的績效對互動品質、領隊服務表現及旅遊滿意度皆有正向影響。此外，本研究還討論了管理意義和對未來研究的建議。

"Although travel-related apps are prevalent, the development and use of apps for tour leaders are scarce and relevant studies are lacking. The objective of the present study was to perform cross-level analysis of hierarchical linear modeling to explore how the performance of a smart tour guide app affects the quality of interaction between tourists and tour leaders, tour leader performance, and tourist satisfaction. By performing purposive sampling, this study selected tour leaders and tourists of package tours as the respondents. A total of 47 sets of questionnaire responses were collected from 47 tour leaders and 470 tourists. The results revealed that from the perspectives of both tour leaders and tourists, the tour guide app’s performance had positive effects on the quality of interaction, tour leader performance, and tourist satisfaction. In addition, this study discussed the managerial implications and proposed suggestions for future research."