大陸來台自由行旅客服務品質認知、滿意度與忠誠度之研究

An empirical study on the service quality, satisfaction and loyalty of Chinese individual visitor in Taiwan

兩岸發展觀光旅遊一直是經濟發展重要議題之一，兩岸自開放首航起，赴台旅遊人數快速增長，相關旅遊產品也呈現出豐富及多元化，臺灣一直以來引以為傲以服務軟實力發光，但是，在衡量大陸來臺自由行旅客對服務品質方面的應用仍然受到限制。因此，本研究從旅遊服務品質視角出發，針對大陸赴台自由行旅客，通過實證研究，研究結果發現大陸赴台自由行旅客：（1）服務品質中回應性和保證性不顯著，服務品質會部分影響旅客滿意度；（2）旅客滿意度會正向影響忠誠度；（3）服務品質會正向影響忠誠度。期冀通過旅遊服務品質的改善，不斷提升大陸遊客赴台旅遊的信心，以面對環境變化下旅遊產業的持續穩定發展。

The development of sightseeing and tourism is a critical economic issue for Taiwan and Mainland China. Since the first cross-strait charter flight started, the number of Chinese tourists travelling to Taiwan has surged, and tourism-related products also feature cultural richness and diversity. Taiwan's service skills as a ＂soft power＂ are highly appraised. However, the application of service quality remains limited in terms of evaluating Chinese tourists' self-help trip to Taiwan. The present study adopted field trip questionnaires to survey Chinese self-help tourists for their opinions about Taiwan's service quality. The key findings are as follows. Firstly, response and guarantee in the five indicators of service quality are not significant, and service quality influences tourists' levels of satisfaction. Secondly, tourists' levels of satisfaction positively influence their loyalty. Thirdly, service quality positively influences tourists' loyalty. Through the improvement of service quality for Taiwan's tourism, Chinese tourists' confidence in travelling in Taiwan will be gradually boosted for a more sustainable, stable development of tourism with the business environmental changes.