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系統識別號 U0026-1008201514351000
論文名稱(中文) 遊客僅追求服務品質?民宿服務缺失、旅遊體驗與滿意度之探討—以真實性為調節變項
論文名稱(英文) Does Tourist Only Pursue Service Quality? The Moderating Effect of Authenticity on Bed and Breakfast Experience Evaluation
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 2
出版年 104
研究生(中文) 孔昭雅
研究生(英文) Chao-Ya Kung
學號 RA7011106
學位類別 碩士
語文別 英文
論文頁數 149頁
口試委員 指導教授-高如妃
召集委員-陳勁甫
口試委員-黃哲盛
口試委員-王鈿
中文關鍵字 民宿  真實性  品牌經驗  核心服務缺失  服務接觸缺失  服務滿意度  餐旅管理 
英文關鍵字 Bed and breakfast  Authenticity  Brand experience dimensions  Core service  Service encounter  Service failure  Service satisfaction  Hospitality 
學科別分類
中文摘要 隨著服務業近年來的蓬勃發展,台灣各地民宿數量大幅增加,民宿經營者為吸引更多遊客,紛紛主打各式主題風特色建築與佈景。然而,當民宿業者欲打造主題文化風格建築時,是否真正地呈現了該文化佈景最原始的真實性?
本研究主要探討服務品質對於民宿經驗與滿意度之影響,強調以真實性為調節變項研究核心服務品質與服務接觸品質對於旅客之感官、情感、認知、行為以及滿意度的關係與影響。此研究係由實驗法設計而成。研究發現,單純以服務品質而言,遊客在意民宿人員服務態度大於核心產品品質。研究結果更同時指出,遊客對於當地文化背景有著一定的好奇程度,真實性表現將影響他們的感官以及想要更深入瞭解文化的慾望與行為。而當民宿文創設計無法展現原始真實性時,遊客便會對服務品質相當敏感且重視。但若民宿的特色建築呈現了原始風格時,遊客將對服務缺失的容忍度提高。因此,在民宿產業中,服務品質固然重要,然而在主打文創特色風格時,文化與建築的原真性更是業者們應更費心思去規劃與設計。
英文摘要 From the past few decades, hospitality industries have become more popular and well developed. The number of bed and breakfast in Taiwan is increasing dramatically. In order to attract more customers, Bed & Breakfast (B&B) operators try to create cultural theme style design to provide authentic experience. However, is the authenticity, the original characteristics be presented by B&B operators? How does authenticity influence service satisfaction?
This thesis focuses mainly on the effect of service quality on B&B experience, including sensory, affective, intellectual and behavioral dimensions, and overall satisfaction. Particularly, this thesis investigates the moderating role of authenticity in this relationship. An experimental design is used in this research. The result indicated that from service quality perspectives, customers care about the attitude of employees more than tangible facility quality. Particularly, tourists have high curiosity in learning more about local culture; authenticity performance influences their desire and behavior in cultural knowledge discovery. When B&B is perceived as inauthentic, customers are sensitive to service quality; whereas if the B&B is perceived as authentic, customers tend to have higher tolerance on service failure. Though service quality is always a critical issue, authenticity should be taken into consideration for B&B business operators.
論文目次 摘要 I
ABSTRACT II
ACKNOWLEDGEMENT III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivations. 1
1.2 Service in Hotel Management. 5
1.3 Seeking Authenticity in Tourism Experience. 5
1.4 Research Objective. 7
1.5 Thesis Organization. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 The Definition and Background of Bed and Breakfast. 9
2.2 Authenticity. 12
2.3 Service Failures. 16
2.3.1 Service Failures Categories of Bitner. 17
2.3.2 Two Categories of Service Failures of Keaveney. 19
2.4 Bed and Breakfast Experience Dimensions. 21
2.5 Customer Satisfaction. 24
2.6 Hypotheses Development. 26
2.6.1 Core Service and Service Encounter Quality on B&B Experience Satisfaction. 26
2.6.2 Authenticity as a Moderator in B&B Experience Evaluation. 27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 29
3.1 Framework of Experimental Design. 29
3.2 Research Design. 30
3.3 Scenario Development. 32
3.4 Manipulation Check. 34
3.5 Dependent Measurements. 35
3.6 Sampling and Research Procedure. 36
3.7 Data Analysis Techniques. 37
3.8 Manipulation Check and Pretest Outcome. 37
3.8.1 Manipulation Check of Authenticity. 37
3.8.2 Travel Experience Scale Reliability and Dimension Check. 38
CHAPTER FOUR RESEARCH RESULTS 41
4.1 Data Collection. 41
4.2 Descriptive Statistical Analysis. 41
4.3 Exploratory Factor Analysis and B&B Experience Dimension Discussion 43
4.3.1 Travel Experience Dimension Discussion – Two Components. 43
4.3.2 Travel Experience Dimension Discussion – Three Components. 45
4.3.3 Travel Experience Dimension Discussion – Four Components. 47
4.4 Manipulation Check in Main Experiment. 49
4.4.1 Manipulation Check of Authenticity. 49
4.4.2 Manipulation Check of Core Service Quality. 50
4.4.3 Manipulation Check of Service Encounter Quality. 50
4.5 Reliability and Validity Test. 51
4.6 Findings of Hypotheses. 52
4.6.1 Core Service and Service Encounter Quality on B&B Experience Satisfaction. 52
4.6.2 Authenticity as a Moderator in B&B Experience Evaluation. 56
4.7 Result of Analysis by Dimension. 90
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 91
5.1 Research Discussion and Conclusions. 91
5.2 Theoretical Implications. 92
5.3 Managerial Implications. 94
5.4 Research Limitation and Future Studies. 95
REFERENCES 96
APPENDICES 102
Appendix 1: Questionnaire of Experimental Study – Scenario HHH 102
Appendix 2: Questionnaire of Experimental Study – Scenario HHL 108
Appendix 3: Questionnaire of Experimental Study – Scenario HLH 114
Appendix 4: Questionnaire of Experimental Study – Scenario HLL 120
Appendix 5: Questionnaire of Experimental Study – Scenario LHH 126
Appendix 6: Questionnaire of Experimental Study – Scenario LHL 132
Appendix 7: Questionnaire of Experimental Study – Scenario LLH 138
Appendix 8: Questionnaire of Experimental Study – Scenario LLL 144
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