! ύ!!ε!Ꮲ! ! ! ᅺ!γ!ፕ!Ў! ! ! ! ! !زѠᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ዴᇡࣴ The Identification Study of Critical Leisure Quality Attributes for Taiwan Tour Bus Tourism! ! ! ! ! ! ! ! ! ! ! ! ! ! !܌!ز!ձǺ!!ᔼ!ᆅ!!ࣴ!܌!س ! ! ! !ӜǺ!M09719047 !!ᎄ!ಹ!ᑪۉᏢဦ ! ! ! ! ! ! ࡰᏤ௲Ǻ!ᎅ!ᆢ!ӂ!! ௲!! !ប!! ୋ௲!ד! ! ! ύ!! !! ҇!! ୯!ΐΜΐ!ԃ!! Ζ!Д!
ᄔ!ा!
!!!! ᢀӀౢࢂϣሡࠠޑѦຩౢǴࣁ 21 ШइѠᔮวޑሦૐ܄୍ܺౢ
ᢀӀਓၯ୍ܺౢࠔϐǴޑǶѠᢀӀЃγࢂ߈ԃٰҬ೯ᢀӀֽЬा
ਓၯᕉნǴаБߡ୯ϣѦਓ࠼ޑࡌᔼр϶๓ޑس׆ఈၸѠᢀӀЃγ
ӧѠՉుࡋਓၯǶࡺᢀӀЃγਓၯᔼޣჹܭѠᢀӀЃγၯᏨࠔ፦ᕮਏ
! ϐඓඝǴ๊ჹԖշගϲѠਓၯࠔ፦Ƕ܄ݩϐᕕှᆶᜢᗖၯᏨࠔ፦ឦ
ࣁǺǵΑှѠᢀӀЃγᐕўᆶݩϩǹΒǵࡌᄬѠޑҞزࣴزҁࣴ
ᢀӀЃγၯᏨࠔ፦ໆ߄ǹΟǵዴᇡѠᢀӀЃγਓၯϐᜢᗖၯᏨࠔ፦ឦ܄Ƕ
܄ϩǵϣठکፓݤǵߞࡋϩǵਏࡋϩǵҞᕴڔБݤх֖ୢزࣴ
Ӣનϩᆶ௶ॊीϩǶၯᏨࠔ፦ୢ܄ਏݤǵঅ҅ख़ाࡋᕮਏϩǵᡍ
ࠔ፦ϖεᄬय़ᆶӭՏ୯ϣѦ୍ܺޑග܌(ीୖԵΑ Parasuraman et al. (1988ڔ
߃ዺӆڔ߃ዺǴϐࡕୢڔୢۓϐၯᏨࠔ፦ЎǴ٠ӆขᗺიᡏБԄٰዴޣᏢ
௦Ҕ Likert ΎᗺໆЁٰຑڙǶၯᏨࠔ፦ϐჴሞགڔዺࣁ҅ԄୢۓႣ၂բࡕ
ፓჹຝࣁֹԋѠᢀӀЃγၯᏨᡏڔኬݤǴୢܜኬБݤ௦ҔߡճܜᑽໆǴۓ
ዴᇡϩǴ߾ࢂၮ܄Ӆी 262 ҽǶԶᜢᗖၯᏨࠔ፦ឦڔᡍϐၯ࠼ǴԖਏ҅Ԅୢ
ගȨঅ҅ख़ाࡋᕮਏϩȩݤٰዴᇡϐǶ܌ (Ҕ Deng (2007
ำࡋѳڙᡉҢǴၯ࠼ჹѠᢀӀЃγਓၯϐᡏၯᏨࠔ፦ᡏག่݀زࣴ
ȨัࣁᅈཀȩᆶȨᅈܭϟڙၯᏨࠔ፦ᡏགځϐ໔Ǵ߄Ң 6.29 ~ 5.97 ܭॶϟ֡
วᜢᗖၯᏨࠔ܌ز໔ǴЪё٩ҁࣴޜཀȩ໔ǴࡺၯᏨࠔ፦ۘԖගܹϐѸाᆶ
ׯ๓่݀Ƕঅ҅ख़ाࡋᕮਏϩݤՉࡕǴѠޑ໒ϐǴаၲਏٰ܄፦ឦ
ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ឦ܄ीԖ 5 ǺȨ࣬ᜢ୍ܺΓᏱᆶዅϐ
ӼӄᆶډਓၯՉำύǴૈགܭᏤំှᇥૈΚȩǵȨޑሺ߄ȩǵȨᏤၯᏱԖؼӳ
ȩǵȨૈа៝࠼ճࣁᓬӃԵໆȩǶԜϖၯᏨӼЈȩǵȨૈΑှၯ࠼ঁΓϯϐሡ
i
ᄊǴऩૈҥջᑈཱུׯ๓ރڙࣁեࡋჴሞགۓΏၯ࠼ଯࡋख़ຎՠࠅຑ܄ࠔ፦ឦ
ǵ܄٩ᏵϖᜢᗖၯᏨࠔ፦ឦزϐǴ߾ஒёਏӦගܹၯᏨࠔ፦Ƕനࡕҁࣴ
ѠᢀӀЃγਓၯٮϩၗૻගрӭׯ๓ࡌǴаزᔼၮբᢀჸᆶࣴ
ᔼޣӧமϯၯᏨࠔ፦ਔϐୖԵǴԶගϲѠਓၯࠔ፦Ƕ
ᜢᗖӷǺᢀӀЃγǵၯᏨࠔ፦ǵঅ҅ख़ाࡋᕮਏϩ
ii
ABSTRACT
Tourism industry becomes the vanguard service industry of Taiwan economic development during the 21st century. In recent years, Taiwan tour bus is an important travel product for promoting Taiwan tourism. However, until now no researches have provided useful information about current performance of Taiwan Tour Bus Tourism and critical leisure quality attributes. Such information is very important for improving quality of Taiwan Tour Bus Tourism.
The three purposes of the study are: first, understanding the history of Taiwan tour bus and analyzing its current situation; second, developing Taiwan tour bus leisure quality scale; third, identifying the critical leisure quality attributes of Taiwan tour bus tourism. Research methods applied in research are questionnaire survey, reliability analysis, factor analysis, item-to-total analysis, revised IPA, confirmatory factor analysis and descriptive statistic. The instruments of leisure quality in our research refer study of Parasuraman et al. (1988) and numerous studies.
Subsequently, focus group and pilot test are applied for producing the scale items.
Using convenience sampling approach, we attain 262 effective samples. We apply the method proposed by Deng (2007) to identify the critical leisure quality attributes of Taiwan tour bus tourism.
The research results shows that 5 critical leisure quality attributes need to be improved right away. These attributes are appearance of tour bus service employee is professional and neat, tour guide has a professional ability of tourism interpretation, feel safe and ease during period of tourism, travel agency and tour guide understand the individual needs of tourists, and travel agency has the best interests of tourists at heart.
iii
Finally, this study provides suggestions for 5 critical leisure quality attributes and hope can help manager of Taiwan Tour Bus Tourism to improve leisure quality.
Keywords: Tour bus, Leisure quality, Revised importance-performance analysis
iv
ᇞᖴᜏ
ǶޗႽঁλࠠ܌زኬǴࣴךΑǼ൩ӵӕ௲߃ࠀᓰ״ғఱ่܌زࣴ !!!!
! ҔЈᡏǵҔЈᏢಞǴӢԜԏᛘᅈᅈǵགᖴΨᅈᅈǶךԃٰٿ
നࡕǶ२ӃགᖴࡰᏤ௲ !ᎅᆢӂԴৣډ୲ךЍᆶഉՔǴᡣޑᖴᖴգॺ !!!!
ؼӭǴӧ҂ڙӧፐϷғࢲךؼৣ϶Ǵᡣޑ೭Ϥԃٰፌፌ௲ᇧǴࢂന٫
ݩᆶऍ१ޑታ᛬КᖻـךបԴৣᡣדΓғၰၡஒᏢаठҔǶᖴᖴޑٰ
ᏢಞᕉნǴޑॺঁࡐךወૈǶᖴᖴഋలಹԴৣ๏ޑ༫ઝǴΨᐟวΑᏢಞޑ
ޑፐำ܌زࣴډᚒޑᕴࢂаᏢғࣁрวᗺٰགྷǶᖴᖴഋ൏ႍԴৣவεᏢ
ᄊࡋǶᖴᖴࡼඁԴৣᕴࢂᇡޑᝄᙣǵᇡаϷॄೢҺډᏢಞךࡰᏤǴᡣ
ൟذࡘԵБԄǶᖴᖴЦޑ๓ֹ׳ډॺᏢಞךᐒǴᡣޑॺᐱҥࡘԵךፐЪ๏ϒ
ख़ाᄊޑന٫ᆒઓǴΨࢂᏢಞᐕำޑز࢞όࢂࣴزଓਥډᡏךԴৣᡣ
όӕሦୱډᏢಞךᏢಞᄊࡋᆶБԄǴΨᡣޑΑှόӕךࡋǶᖴᖴᖴ࣓Դৣᡣ
Ƕӕֹ׳ࡰᏤᆶࡌǴᡣፕЎޑα၂کᜢЈޑǶᖴᖴഋ؊৸Դৣѳதޕޑ
ޜܜ௲ӦܭεᏢ݅מѶ௲ǵܴཥࣽדεᏢጰמϡࣽہਔགᖴα၂
!ஏǶڬу׳ፕЎޑךᆶࡰ௲Ǵᡣـٰ๏ϒᝊཀ
ᔅԆǴ٠གᖴޑޗਓՉ܃ǵޗǵߎࡌਓՉޗǵጪਓՉޗགᖴ༊ᙦਓՉ !!!!
ளаճՉΠѐǴ׆زշᆶୖᆶᡣҁࣴڐޑၯ࠼ॺǴԖգॺޑڔᇡ༤ቪୢ
ఈգॺ഻ྕཪޑѠǶ!
ЍᆶႴޑॺǴᖴᖴգॺۂॺǵӕᏢॺǵᏢߏᏢߏᏢ϶ܻޑᒃངךགᖴ
!Ƕނᘶޑ೭፸ηനךᓰǴգॺࢂ
ᗉ॥ෝǵԖգޑന٫ךݿ༰ǵդРդ҆ǴԖգॺޑനᒃངךനࡕǴགᖴ
ךᏢಞᕉნǴᡣکғࢲޑঁࡐךഉՔǴ๏ޑᜢᚶǵԖգॺྕធޑॺന၈
ճǶ !
! ঁΓǴԖգॺӳǶޑᜐيஒ഻৹ᆶᅽϩ٦๏
v
Ҟԛ ᄔ!ा ...... i ABSTRACT...... iii ᇞᖴᜏ ...... v Ҟԛ ...... vi ߄ԛ ...... vii კԛ ...... viii ಃക!ᆣፕ...... 1 ङඳᆶᐒ ...... 1زಃ ࣴ 3 ...... ޑҞزಃΒ ࣴ ࢬำ ...... 3زጄൎᆶࣴزಃΟ ࣴ ಃΒക!Ў ...... 5 ಃ!ᢀӀЃγਓၯ ...... 5 ಃΒ!ၯᏨࠔ፦ ...... 12 ಃΟ!অ҅ IPA ...... 18 Бݤ ...... 22زಃΟക!ࣴ ी ...... 22ڔಃ!ୢ ಃΒ!ܜኬፓೕჄ ...... 24 ಃΟ!࣬ᜢीϩБݤ ...... 24 ǵ௶ॊ܄ीϩ ...... 24 Βǵߞࡋϩ ...... 24 Οǵਏࡋϩ ...... 25 ϩ ...... 25کѤǵҞᕴ ਏݤ ...... 25܄ϖǵϣठ Ϥǵঅ҅ IPA ϩ ...... 26 Ύǵᡍ܄Ӣનϩ ...... 26 ዴᇡำׇϩ ...... 26܄ಃѤ !ᜢᗖၯᏨࠔ፦ឦ ϩ ...... 28زಃѤക !ࣴ ಃ!ໆ߄߃ዺႣ၂ϩ ...... 28 ಃΒ!ኬҁ่ᄬϩ ...... 30 ಃΟ!ໆ߄ᆒᙁᆶዴᇡ ...... 31 ಃѤ !ၯᏨࠔ፦ݩϩ ...... 35 ಃϖ!ᜢᗖၯᏨࠔ፦ឦ܄ϐዴᇡ ...... 36 ಃϖക!่ፕᆶϩ ...... 39 ୖԵЎ ...... 41 51 ...... *ހύЎ( ڔߕᒵ A ҅Ԅୢ 53 ...... *ހमЎ( ڔߕᒵ B!҅Ԅୢ
vi
߄ԛ!
߄ 1 SERVQUAL ໆ߄ᑽໆᄬय़ϷຑҞ ...... 17 ߄ 2! IPA ᆶঅ҅ IPA ϐৡ౦ ...... 21 ߄ 3!ၯᏨࠔ፦ឦ܄ϐୢ ...... 23 ϐ่݀ ...... 29ۓϩᆶཱུᆄಔ T ᔠک߄ 4!ၯᏨࠔ፦ໆ߄Ⴃ၂Ҟᕴ ߄ 5!Ԗਏኬҁϐ୷ҁၗϩ ...... 30 ϐ่݀ ...... 31ۓϩᆶཱུᆄಔ T ᔠک߄ 6!ၯᏨࠔ፦ໆ߄Ҟᕴ ߄ 7!ၯᏨࠔ፦ໆ߄Ӣનϩ ...... 33 ߄ 8!ၯᏨࠔ፦ᡍԄӢનϩ่݀ ...... 34 ߄ 9!ၯᏨࠔ፦ໆ߄ߞࡋϩ ...... 34 ߄ 10 !௶ॊी߄ ...... 35 ϐѳ֡ॶᆶୃ࣬ᜢ߯ኧ ...... 36܄߄ 11 !ӚၯᏨࠔ፦ឦ
vii
კԛ!
ࢬำ ...... 4زკ 1 ࣴ კ 2!ख़ाࡋᕮਏϩંତკ ...... 19 კ 3!ѠᢀӀЃγϐख़ाࡋᕮਏϩંତკ ...... 38
viii
!ಃക!ᆣፕ!
ङඳᆶᐒزಃ ࣴ
ᢀӀౢࢂϣሡࠠޑѦຩౢǴࣁ 21 ШइѠᔮวޑሦૐ܄୍ܺౢ
ख़ຎᆶᢀӀޑᜢ߯ϐᙯᡂǴаϷ୯ΓჹҶ໕ғࢲ۞ٿǴᒿ୯ϣࡹ༈Ϸ
ȐҬ܄ख़ाޑගϲǴ߈ԃٰࡹ۬ଯࡋख़ຎᢀӀౢჹ୯ৎᔮวޑࠔ፦ሡ
ᢀӀ࠼७ቚीޑՉ܌ԃ 2007 ډӾሦૐБਢǴ2009ȑǶவ 2002 ԃܘ೯ǴᢀӀ
ӾሦૐБਢǴܘᢀӀޑՉ܌ਓՉѠԃǴаϷ໘ࢤޑԃ 2009 ډฝǴ2008 ԃ
ᔮǵЎϯϷޑ୯ϣܭཥᑫౢϐǴჹޑኧΜԃٰǴᢀӀςԋࣁख़ाޕё
ቹៜȐᢀӀၗૻДൔǴ2009 ȑǶᖄӝ୯ШࣚਓၯಔᙃޑԖख़εڀΟБय़ࣣޗ
UNWTO)ӧ 2009 ԃ߃Ϸԃύ֡Ⴃෳ 2009 ԃӄౚਓၯΓኧफ़൯ऊ 4% Կ 6% ਔǴ)
ոޑᢀӀౢ٠όᢀǴՠӧࡹ۬ᆶᢀӀౢࣚӝΚቶᢀӀޑӚࣚჹ 2009 ԃ
ΚϷȨਓၯѠԃȩӚߦᎍᆶ࠹ࡼΠǴӄԃٰѠਓ࠼Γኧӧ༈ύԋߏǴ
ԃٰѠਓ࠼Γኧၲ 429 5004 ΓԛǴബΠᐕўཥଯǴၨ 2008 ԃԋߏ 14.3% Ƕ 2009
ǴޑǴѠᢀӀวඳࢂкᅈයࡑ %52.29 ٯ՞К܌ձਓ࠼ΓኧޑύǴᢀӀҞځ
ࡹ۬ᆶҾ҅ᑈཱུуዸၗύǶȐᢀӀၗૻДൔǴ2010 ȑ
ᢀӀਓၯ୍ܺҞϐǴޑѠᢀӀЃγࢂ߈ԃٰҬ೯ᢀӀֽЬा
ȨਓՉޑԃ 2009 ډȨᢀӀ࠼७ቚीฝȩǵ 2008 ԃޑՉ܌ԃ 2007 ډӧ 2002 ԃ
ѠԃȩаϷ໘ࢤ܌ՉޑȨᢀӀܘӾሦૐБਢȩޑीฝύࣣࢂЬाЪ
ࡌᔼр϶๓ޑسౣǴ׆ఈၸѠᢀӀЃγޑុՉၡጕѲֽೕჄ
ޑਓၯᕉნǴаБߡ୯ϣѦਓ࠼ӧѠՉుࡋਓၯǶԾ 2004 ԃࡋ໒ᒤԿϞǴ
ύ୯Ѧਓ࠼ 26 ӭΓԛȐऊ՞ᕴኧ 47 ʘȑǴ୯ϣځᕴਓ࠼ໆຬၸ 55 ΓԛǴ
ᗺёٿਓ࠼ 29 ӭΓԛȐऊ՞ᕴኧ 53 ʘȑȐѠᢀӀЃγᆛǴ2010 ȑǶҗॊ
ᚒߚதีϿǴزǴՠ୯ϣԖᜢѠᢀӀЃγ࣬ᜢࣴ܄ख़ाޑѠᢀӀЃγޕ
1
ၮҔϦљӝբزǴࣴٯݥ Ȑ2006 ȑමаѠᢀӀЃγਢीฝࣁےԖࡼ
ਸک܄ख़ाځᢀӀࡹǶӢԜѠᢀӀЃγᜢᗖၯᏨࠔ፦ԖܭኳԄ
ᐒϐǶزࡕុϐวǴࣁҁࣴځܭԖշ่݀زǴ׆ఈࣴ܄
ϦљǵਓᓔǵᓓǵਓၯඳᗺȑǴޜᜐམଛౢӭȐӵૐڬიᡏးਓၯ
ၯ࠼࣬ೀਔ໔ၨ୍ܺࣁΦϷஏϪکЪ୍ܺΓȐሦ໗ǵᏤၯǵљᐒȑ
,ӢનǴ٬ள୍ܺࠔ፦ᜤаᆅ (Fisk, Brown, & Bitner, 1993) ǶMartilla, and James
:ख़ाࡋᕮਏϩ (Importance-Performance Analysisޑගр܌ύزࣴځӧ (1977)
ҔٰᑽޣIPA) ǴςදၹၮҔӧҾᔼ،ϩǶӕਔ IPA ҭࢂҾᆅ
ϩޑໆҞϦљѱᝡݾՏǵዴᇡϦљᔼׯ๓ᐒᆶЇᏤϦљౣБӛ
ճҔख़ाࡋᕮޣزࣴکޣHawes, & Rao, 1985; Myers, 2001) ǶӢԜǴӭ) ೌמ
ዴᇡǴаߡၮҔҾԖज़ၗྍٰග܄ᜢᗖ୍ܺឦޑౢࠔϷ୍ܺܭਏϩՉᜢ
;࠼ᅈཀࡋǵቚу៝࠼۸၈ࡋᆶமϯᝡݾᓬ༈ (Enright, & Newton, 2004ܹ៝
ςزБݤǴՠԖࣴޑHawes, & Rao, 1985; Myers, 2001) ǶฅԶǴᏃᆅ IPA ࢂԖਏ
ᡂኧǹΒǵᕮਏޑόӝଷǺǵᕮਏᆶख़ाࡋࢂϕࣁᐱҥঁٿჴ IPA Ԗ
ᆶᡏᅈཀࡋ໔ޑᜢ߯ࢂጕ܄Ъჹᆀ (Matzler, Bailom, Hinterhuber, Renzl, &
жচٰ IPA ǴӢࣁڗٰ অ҅ IPAޑග܌ (ၮҔ Deng (2007زPichler, 2004) Ƕࡺҁࣴ
ჴख़ाޑ܄ளౢࠔឦόӝଷ٠ঁٿ Ԝঅ҅ IPA ёаᗉխ IPA
ࡋǴᙖԜёዴᇡрѠᢀӀЃγϐᜢᗖၯᏨࠔ፦ឦ܄Ƕ
ᢀӀਓၯᝡݾΚࡰኧȐ Travel & TourismޑϦѲ܌ਥᏵ 2009 ԃШࣚᔮፕᏝ
Competitiveness Index, TTCI ȑǴൔᡉҢѠᢀӀਓၯᝡݾΚ௨Ӝӄౚಃ 43 Ǵӧ
ΑΐӜǶȐҬ೯Ǵ 2009 ȑǶ٥ϼӦ௨ӜಃΐǴᆶ 2008 ԃ௨Ӝ࣬КǴѠ
ၗЍрǵϺฅၗྍǵЎϯၗྍБय़ޑБӧᢀӀਓၮ۔ਥᏵൔᡉҢǴѠ
௨Ӝ࣬ჹեပǴϺฅၗྍБय़ЬाࢂԾฅᕉნࠔ፦ό٫ǴЎϯၗྍБय़߾ࢂӢ
٣ჴᜤаׯᡂǴૈவԾฅᕉნޑࣁલϿШࣚЎϯᒪၞǶฅԶǴલϿШࣚᒪၞ
ӾሦૐБਢȩջё࣮рǴࡹ۬ςᅌܘБၗՉׯ๓ǴҗȨᢀӀ۔ࠔ፦Ϸޑ
2
ख़ຎᢀӀǴԿ҇୯ 101 ԃஒΕ 300 ሹᢀӀว୷ߎǴׯ๓ᢀӀඳᗺࠔ፦Ǵ
ᎦΓωǴႣයܭ҇୯ 101 ԃബ 5,500 ሹᢀӀԏΕǴ 40 ᢀӀ൩
ύ 10 ೀคᕳሜਓၯ୍ܺ߾ӧځΓαǴ֎Ї 2,000 ሹ҇໔ၗȐᛥངǴ2009 ȑǶ
ඳᗺҬ೯ௗር୍ܺǶޑߡճ׳୯ϣѦԾշਓ࠼ٮύѧᆶӦБӝբЬᏤΠǴஒග
གȩȐᢀӀၗૻДൔǴ2010 ȑǶޑਓ࠼ȨᄣՉคߔٮаคᕳሜҬ೯ௗር୍ܺǴග
ӾሦૐБਢȩϐӚ೬ฯᡏࡼϷΓ૽ግǵՉᎍБਢѦǴܘᢀӀֽନΑȨᢀӀ
ޑȨਓՉѠǴག 100 ȩǴයࣁਓ࠼ബȨགԭϩԭޑԃٿҭᑈཱུᝢჄࣁය
ҞǶޑӾሦૐБਢ 2011 ԃٰѠਓ࠼ϖԭΓԛܘਓၯᡏᡍȩǴӕਔၲԋᢀӀ
ӧᔼޣᔼٮϐǴග܄ଞჹѠᢀӀЃγၯᏨࠔ፦ឦزӢԜǴҁࣴ
ϐᐒϐǶزୖԵǴࣁҁࣴ ޑҞزಃΒ ࣴ
ҢǺ܌ӵΠޑҞزࣴۓᔕزᐒᆶङඳǴҁࣴزᆕӝॊࣴ
ǵΑှѠᢀӀЃγᐕўᆶݩϩǶ
ΒǵࡌᄬѠᢀӀЃγၯᏨࠔ፦ໆ߄Ƕ
ΟǵዴᇡѠᢀӀЃγਓၯϐᜢᗖၯᏨࠔ፦ឦ܄Ƕ
ࢬำزጄൎᆶࣴزಃΟ ࣴ
ޑрޗ߯аҗҬ೯ᢀӀֽᇶᏤਓՉزǴҁࣴޑᐒᆶҞز٩Ᏽॊࣴ !!
ጄൎǶزȨѠᢀӀЃγȩਓၯౢࠔࣁࣴ
аޑङඳᆶᐒǵҞز२Ӄዴҥࣴزࢬำӵკ 1 ӵΠǴҁࣴزϐࣴزҁࣴ !!
ϷႣ၂ǴڔჹຝǵीୢزБݤǵዴҥࣴزϷᇆ࣬ᜢЎǴௗዴҥࣴ
ϷӣԏǵϩၗǴᘜયܫวڔբϩϷঅ҅Ƕനࡕஒ҅ԄୢڔஒႣ၂ୢ
ፕᆶࡌǶ่زǴගр่ࣴ݀زࣴ
3
! ङඳᆶᐒزዴҥࣴ
! ޑҞزࡌҥࣴ
Ўᇆᆶ ! ᢀӀЃγਓၯ ! ၯᏨࠔ፦ !
অ҅ IPA !
!ჹຝزीϷႣ၂ ! ዴҥࣴڔБݤ ! ୢزዴҥࣴ
! ϷӣԏܫวڔԄୢ҅
ၗीϩᆶ !
ѠᢀӀЃγਓၯ !
ᜢᗖၯᏨࠔ፦ϐዴᇡ !
่ፕᆶࡌ ! ࢬำزკ 1 ࣴ
4
ಃΒക!Ў!
ҁകЬाȨᢀӀЃγਓၯȩǵȨၯᏨࠔ፦ȩϷȨঅ҅ IPA ȩϐ࣬ᜢЎǶ! ಃ!ᢀӀЃγਓၯ!
! ကۓǵȨѠᢀӀЃγȩ
ഢ୍ܺࠔ፦ǵᏹڀ٩ᏵѠᢀӀЃγπբीฝǴೕჄीޣҗӦਓՉ !!!!
ѠӚᢀӀډ୯ϣѦᢀӀ࠼வ۫ǵᐒٮਓၯౢࠔǴගޑբྗϷࠔจຝ
ᏤំਓၯЃγ୍ܺǶ )Ҭ೯ᢀӀֽǴѠᢀޑՉำۓڰڀӦϐߡǵ϶๓Ъ
ӀЃγπբीฝ *!
ΒǵѠᢀӀЃγೕჄङඳ!
! ՅϷ࠹Ьືس*!ѠᢀӀЃγ(
!!!! மፓаȨుࡋਓၯȩࣁ፦ǴаȨᙦǵߡϷӭϡȩࣁՅǴᙦȐх
Ծ၀ၡጕୱϐᐒǵًઠǵٮΓЎђᙬǵԾฅ॥ӀՉำȑǵߡȐග֖
۫ௗଌਓ࠼ѐำϷӣำϐΓًӄำၮᒡ୍ܺȑϷ܈ၮઠख़ाҬ೯Ᏽᗺ
ቫԛϷుࡋȑǶڀՐஎ୍ࣣܺх֖ӧϣǴౢࠔঋ܈ᜪࠠӭϡϯȐᏤំǵᓓ୍ܺ
!* Ҭ೯ᢀӀֽǴѠᢀӀЃγπբीฝ(
ѠᢀӀЃγ!ϺϺрว!ၹၯѠ!
ӄѠߐਓၯၡጕ!ᆛѺᅰ !
! ۓၗߐ౻ှᇥߥᓀ !౻བً
! זЙሡ໒ًᇸਓၯ !ၡᄣ
Ꮴំᓬ፦୍ܺ !ၡഉՔ !
!בၯᜤ!܄ག܄ޕНވၯξ
!
!
!
5
)Β*Չำीচ߾Ǻ!
ຑѱϷ៝ഢ୯ሞѱወΚǴӃी 1Вၯϐ୷ᘵՉำࡕǹӆڀሡ !!!!
ಔӝ࣬ᜢՉำǴԋࣁᙦϐ1Ваϐਓ܈ǴೕჄीۺ࠼ϸࢀǴ٠ᑼӝਔзᢀ
ၯౢࠔǶ)ѠᢀӀЃγπբीฝǴ311:*!
)Ο*ѠᢀӀЃγϟಏ !
Ѧٰਓ࠼ၯំЃγݤǴаٮѠᢀӀЃγਓၯౢࠔࢂୖԵኻऍϷВҁග !!!!
ӜඳᗺϷӦ҇߫Ўϯ)ᔮВൔǴޑБԄǴᡏᇡ୯ϣӚӦޑڅനБߡϷు
ਓ࠼ϷٰѠπբޑᏤំΓǴуம୍ܺѦٰޑقǶᢀӀЃγଛԖӭ୯ᇟ* 2004
!* Ƕ)ᔮВൔǴ 2004ڋႣऊڗǴ٠௦ሡޑϐਓ܄ޕਓ࠼ుࡋىѦᝤΓγǴёᅈޑ
ઠᗺՉᎭǴӧೕჄၡጕύԖӭঁઠǴۓϺᢀӀЃγӭъࢂޑԜѦǴ୯Ѧ
ᒿམǶԶᢀӀֽୖԵ҇໔ࡽԖᢀӀЃγၮբኳԄǴीډଶǴᢀӀ࠼ёаᒿ
୯ϣىԖਏǴӕਔΨᅈ׳ǴК୯ѦᢀӀЃγڋрȨѠᢀӀЃγȩǴ௦Ⴃऊ
ᔼၮǴޣǶѠᢀӀЃγόࢂҗࡹ۬ᔼǴԶࢂҬҗӚӦਓՉሡޑѦᢀӀ࠼
ਓၯ୍ܺޑԾॄࣦᖝǴᢀӀֽѝᆅӝՉᎍǴࡹ۬ϿໆǴ൩ёࡌᄬߡ҇
ύߚதख़ाޑᕉǶȐЦഓऍǴ2005 ȑ!
! ΟǵѠᢀӀЃγᐕўᆶݩϩ
!!!! ѠᢀӀЃγ२Ӄܭ2004 ԃ1Д1ВଛӝѠᢀӀԃ௴)றǴ2005 *Ǵ
ԾٮࢂࣁΑᔼ϶๓ਓၯᕉნǴБߡ୯ϣѦਓ࠼ӧѠҶ໕ࡋଷǴගڋࡌޑس
ՉำϐᏤំЃγǴՉำ֖ࡴчǵۓڰӜᢀӀӦϐߡǵޕ۫ǵᐒϷًઠԿ
ٮύǵࠄϷܿӚӦඳᗺǶ)ᢀӀၗૻДൔǴ 2005 *೭ࢂୖԵኻऍϷВҁග
ӜඳᗺϷޑБԄǴᡏᇡ୯ϣӚӦޑڅѦٰਓ࠼ၯំЃγݤǴаനБߡϷు
Ӧ҇߫Ўϯ)ᔮВൔǴ 2004 *ǶᔼၮԿϞςϤԃϐΦǴόബΑёᢀޑਏ
!ΒǶޕǴҭࢂҬ೯ᢀӀֽቶाᗺǴёவ߈൳ԃᢀӀࡹᑍ
ӄБٮख़ᗺπբҞȨගޑᢀӀ࠼७ቚीฝܭǴឦسࡌᄬѠᢀӀЃγ !!!!
Ϸࡹ۬Ӛ࣬ᜢߐࡌҥӅޣπբाᗺǴ׆ఈᡣ҇໔ޑᢀӀਓၯ୍ܺȩύޑՏ
6
ǴаȨΓΓЈύԖᢀӀȩޑᄊࡋǴ೯ΚଛӝӅӕѺѠޑᓬ፦ਓၯᕉნǴ
!ਓၯ୍ܺǶޑᓬ፦ǵӼӄǵຠЈڙᡣਓ࠼٦
ԃѠᢀӀࡼࡹϖεЬືύǴࡌӄБՏਓၯ୍ܺᆛ๎ٰᔼȨ϶๓ 2007 !!!!
ѠȩǶ!
!!!! 2008-2009 ਓၯѠԃπբीฝύǴȨࡌਓၯ୍ܺᆛीฝȩख़ᗺύࡰ
рǴុᇶᏤਓՉޗޣϷӄѠӚε॥ඳϐѠᢀӀЃγਓၯၡጕǴаᔼ
϶๓ߡճޑਓၯᕉნȐᢀӀܘӾሦૐБਢȑǶ!
ΨрόӕБਢǴКӵ 2008 ԃϷ 2009ԜѦǴᢀӀЃγࣁΑӢᔈਸሡ !!!!
ೕޣշѠᢀӀЃγڐԃྕࢨऍ१ԃǴࣁΑࡌྕࢨ϶๓ਓၮᕉნǴ
ᓬඁБਢǴаႴᓰԾҗՉਓ࠼ᡏᡍѠྕࢨऍ१ౢࠔȐᢀӀၗૻٮჄၡጕ٠ග
ԃϐሞǴࣁᡣ҇Αှؠࡕख़ࡌݩǴڬ Дൔ 2008 ǵ2009 ȑǶ921 Ӧۛᅈ 10
يȨ921 )* 99 ᢀӀЃγୖೖࢲȩǴයЇሦ҇Կύؠख़ࡌᒃ
ᡏᡍख़ࡌԋ݀Ǵ٠ӦᔮวǶȐᢀӀၗૻДൔǴ 2009 ȑǶࣁ౧ᏤӚε॥
ඳࡾҬ೯ǴᢀӀֽձೕჄȨࡾ౧ၮ e ଆٰȩᆛઠǴϣவ॥ඳǵ୯
ၰᆶӄ࣪Ϧၡၡݩ၌ႝ၉ਓၯ࣬ᜢҬ೯ᒌ၌ǴчύࠄεၮᒡǵᢀӀௗር
ࡾрၯٮࡌၡጕǴගޑӚεᢀӀඳᗺډǴޑǵᢀӀЃγਓၯًً
༞ًỊȩǶȐᢀӀၗૻДൔǴ2010 ȑǶᢀӀֽࣁႴᓰճלȨޑ҇ঁӄБՏޑ
ᢀӀਓၯǴ२ԛӝѠᢀӀЃγਓၯౢࠔϷѠ៓ӈًǴᇶᏤڀҔεၮᒡπ
ѠᢀӀЃγޣวՉȨѠᢀӀЃγ៓ၡਓၯៈྣȩǶȐᢀӀၗૻДൔǴ2009 ȑ!
!!!! Ҟ܌ՉޑᢀӀܘӾሦૐБਢύǴᙖҗࡌӄБՏਓၯၗૻ୍ܺᆛǴᡣ
Ƕ୍ܺޑᒃϪڙၗૻǵགޑߡճډǴૈள״ၯำ่ډǴۈਓ࠼வೕฝਓำ໒
٠аѠᢀӀЃγးਓၯౢࠔࣁ୷ᘵǴԶቶᢀӀඳᗺคᕳሜਓၯ୍ܺी
ฝǴаᔼ϶๓ѠޑᕉნǶ!
చਓၯՉำǴ98 ԃࡋ୯Ѧਓ 32ٮǴගޣԃѠᢀӀЃγीԖ 12 ৎਓՉ 98 !!!!
࠼ी 61,315 ΓԛǴ୯ϣਓ࠼ी 44,023 ΓԛǴᕴਓ࠼ໆी 105,338 ΓԛǹԾ93 ԃࡋ໒
7
ύ୯Ѧਓ࠼ 26 ӭΓԛȐऊ՞ᕴኧ47 ʘȑǴځᒤԿϞǴᕴਓ࠼ໆຬၸ 55 ΓԛǴ
୯ϣਓ࠼ 29 ӭΓԛȐऊ՞ᕴኧ53 ʘȑǶ )ѠᢀӀЃγᆛǴ2010 *!
ౢࠔǴӢԜஒӧΠޑიᡏးਓၯᜪࠠܭࢂឦޕကёۓவѠᢀӀЃγ !!!!
იᡏးਓၯЎǶ!
Ѥǵიᡏးਓၯ !
ԋߏ(Hossein Askari, 1971) ǶიᡏးޑೲזიᡏးਓၯӧਓՉѱύ !!
,ౢࠔȹ (the ultimateޑਓၯύຎࣁȸεໆᎍ୧کਓၯӧᢀӀ massmarketed product) (Atherton 1994, p. 193) ࣬ၨܭኻऍᢀӀ࠼ǴᆵǵВҁǵ
தୖуӄഢးਓၯ (all-inclusive package׳ᗬ୯ᆶύ୯εഌ٥ࢪᢀӀ࠼ tour) ǴΨ൩ࢂ܌ᒏޑიᡏးਓၯ (Group Package Tour, GPT) (Wang, Hsieh, Yeh,
ᐒޑՉำᒧޣٮচӢࢂගޑᒧ GPT ౢࠔനЬाޣTsai, 2004) Ƕ &
ǵሽե༹ǵܻ϶ᙚϷБߡೕჄрวВයӢન (Quiroga, 1990) იᡏးਓ
ϦљǵਓᓔǵᓓǵਓၯඳᗺȑǴЪ୍ܺΓȐሦޜᜐམଛౢӭȐӵૐڬၯ
ၯ࠼࣬ೀਔ໔ၨ୍ܺࣁΦϷஏϪӢનǴ٬ள୍ܺک໗ǵᏤၯǵљᐒȑ
ࠔ፦ᜤаᆅ )Fisk et al., 1993 *Ƕሦ໗ࢂიᡏਓၯϐനεՅǴӕਔΨࢂਓՉޗ
ޣՉੇѦიᡏਓၯՉำਔᆶਓ࠼ߏਔ໔ௗޑಃጕ୍ܺΓ (Wang,
Ԝਓၯϐӳᆶۓ،ࠔ፦ёаޑHsieh, & Chen, 2002) ǶQuiroga (1990) ࡰрǴሦ໗
Ƕޑલ܈Յჹਓ࠼ٰᇥǴࢂόёفځᚯǴ
! ကۓϖǵიᡏးਓၯϐ
!! Morrison (1989) ࡰрიᡏးਓၯࢂࡰၯ࠼ܭਓၯбൂሽ๏ਓՉ
* Ԗਓၯ٣Ǵх֖१எǵᢀӀǵҬ೯ǵᐒ౻Ƕਗ਼ )2005܌Ӽ௨ޗǴҗਓՉޗ
ڀрǴӭΓԾӕӦᗺрวᆶ߇ӣǴ܌ޣᇡࣁიᡏးਓၯౢࠔ߯ࡰਓՉ
ϣѸӕਔ఼ᇂ१ځЍбӕߎᚐϐਓၯౢࠔǴޣԖ࣬ӕਓၯՉำаϷ
எǵҬ೯ǵӄำਓၯඳᗺޑӼ௨ǶܿࡹᆶᅽȐ3118 ȑᇡࣁიᡏਓၯౢࠔǴ
ྗޑۓڰၯำǴሸޑၸѱຑǴԶࣴวᅿӝεीޣࢂਓՉ
8
ԄၯำౢࠔǴౢࠔϣڋޑ (Γኧ٠аໆϯБԄǴբࣁዛᓰࡼ(Volume incentive
хࡴᐒ౻ǵ۫ՐஎϷᓓǵӦय़Ҭ೯ǵӄำਓၯඳᗺӼ௨ҞǴΨࢂҞ
ᆵਓՉޣεΚቶޑਓၯౢࠔǶიᡏးਓၯΨёှញࣁၯ࠼ܭਓၯ
Ԗਓၯ٣Ǵ܌Ӽ௨ޗচǴӆҗਓՉٮᔈගٮǴҗਓၯޗбൂሽ๏ਓՉ
х֖१எǵᢀӀǵҬ೯ǵᐒ౻)లӵǴ 2003ǹ࣑݅྆Ǵ2002ǹ Morrison - 1989 *Ƕ
ޑကიᡏးਓၯΏࢂᅿрว൩ςֹ๓ೕჄӳਓၯ୍ܺۓഋ҅Ȑ3118ȑ
ࢂიᡏਓၯࢲǴѸიᡏՉǵ۶ԜೕጄǵӅޑਓ࠼ॺୖуܭਓၯౢࠔǴҗ
!ၨեǶ܄ቸޑࡋǴӢԜঁΓԾҗࢲڋӕᒥӺ
Ϥǵიᡏਓၯϐϩᜪ
!! იᡏਓၯࢂਓၯᜪࠠޑᅿǴӢԜሡाӃᕕှਓၯᜪࠠǴШࣚᢀӀಔᙃ
(World Tourism Organization; WTO) ᙖҗਓၯޣೡ፤ࠔჹਓၯޣϩᜪǺი
Ӽ௨ǴхࡴҬ೯ၮᒡǵ१எȑǵъიᡏਓၯȐջޑޗਓՉڙᡏਓၯȐӄዬௗ
ȑǶޣიᡏਓၯȐᖼວᐒ౻کࠔೡ፤ȑޑࢂᐒ౻уଚ۫܈ԾҗՉǴޑ߫ᆀ
ȐܿࡹǵᅽǴ2007 ȑ
ᅿᜪࠠǺ୷ҁးਓၯٿӵ݀٩ྣਓၯ୍ܺϐำࡋǴიᡏးਓၯёϩࣁ !!!!
& ,ᆶՐஎ۫ )MokڀӼ௨٣хࡴҬ೯πޗBasic package tour) ǴਓՉ)
Armstrong, 1995 *ǹќᅿࣁӄഢးਓၯ (All-inclusive package tour)( Yamamoto,
Ӽ௨٣хޗЍбൂҔǴਓՉޣand Gill, 1999) ǴࣁֹՉำೕჄЪ
;ǵՐஎ۫ǵᓓ१ǵᢀӀǵᐒ౻аϷሦ໗ᆶӦഉǴ (Morrison, 1989ڀࡴҬ೯π
Sheldon, & Mak, 1987 *ǶYamamoto and Gill (1999) ࡰрიᡏਓၯᆶߚიᡏਓၯϐ
࣬КၨΠؒԖୖуიᡏਓၯޣٿаϷჹਓၯϐඓඝǴ܄Ծҗำࡋǵቸܭৡ౦ӧ
ޣӧӼ௨ՐஎԖၨӭޑᒧᐒǴՠሡбрၨଯޑҔǶ !
Ύǵიᡏးਓၯϐ܄ !
Wang, Hsieh, and Huan (2000) ࡰрǺ୯Ѧਓၯ (outbound travel) ϐԄёϩࣁ !!
ᜪǺიᡏးਓၯ (GPT Ǵgroup package tour) ǹќᅿࣁ୯ѦԾշਓၯ (FIT Ǵٿ
9
Ьाৡ౦Ǻ)*ᖼວၸำόӕǺঁٿᅿਓၯԄԖٿforeign independent tour) ǶԜ
იᡏးਓၯޑޣёૈၸಃΟიᡏȐӵܻ϶ǵᒃǵӕՔǵϦљǵᏢਠǵ
ᐱᆶൂܭၯ࠼೯தӛޑȑٰᖼວਓၯౢࠔǴԶ୯ѦԾշਓՉޗࢂਓՉ܈௲
ਓՉޗௗаᕇளၗૻᆶᒌ၌Ƕ)Β*៝࠼ᜢ߯όӕǺၯ࠼ୖуიᡏးਓၯਔǴ
ৡ܌ࢬՉϐ୯ѦԾշਓၯԖ܌Ԅᡉฅᆶኻऍځࢴሦ໗ӄำഉՔǴޗਓՉ
౦Ǵ୯ѦԾշਓၯޣ೯தόሡाሦ໗ഉՔǶ!
Ǻ )*୷ҁΓኧǺӚიᡏ܄ԖΠӈ൳ڀᝩ)1996 *ᇡࣁ GPT ౢࠔᔈ !!!!
ᐒ౻ϐ౻යᆶܭǶ )Β*ӅӕԋǺҗϦљ໒౻ϐനեΓኧሡޜૐى౻Ѹᅈ
٣*߇୯Ƕ)Ο״Ǵ٬ঁიᡏԖӅӕՉำǴջӕਔрวӕВ่ڋიᡏᛝज़
ҔǺۓڰ*ᑧஎǵҬ೯ᆶୖᢀӼ௨٣ӃೕჄϐౢࠔǶ )ѤܭՉำǺჹޑ௨
ޣаࢌᅿሽՏᖼວਓၯౢࠔǴхࡴਓၯࢲᆶϣǶ!
იᡏးਓၯ٩ྣᄬԋ፦ԖΠӈϖᗺǺሽКၨե༹ǵֹ๓ϐ٣Ӽ௨ǵ !!!!
!>ᝩǴ 1996(!ىၨեǵ୍ܺᆒጏϯϐό܄ቸޑΓྣխନ֚ᘋǵঁΓࢲ
Bastakis, Buhalis, & Butler, 2004; Quiroga, 1990)Ƕ!
!!!! Wang et al. (2000) ஒიᡏးਓၯϪപԋΐεᄬय़Ӆ25 ঁ୍ܺՅǺՉᇥ
ܴ )pre-tour briefing) ˣ ० ᐒ )airport/plane * ˣ ਓ ᓔ Ӽ ௨ (hotel) ˣ ᓓ Ӽ ௨
Ӽ௨Ǻӵၯំً )coach)ˣᢀӀඳᗺӼ௨(scenic-spot)ˣᖼڀrestaurant)ˣҬ೯π(
дˤځک(Ӽ௨(shopping)ˣԾՉำ(optional tourނ
! زΖǵიᡏးਓၯϐ࣬ᜢࣴ
(Бय़Ǵ୯ѦЎԖǺ Wang et al. (2002ز߈ԃٰ୯ϣѦӧიᡏးਓၯ࣬ᜢࣴ !! !!
ሦ໗ჹܭიᡏਓၯЋнࢂցࣁԖਏޑङਜǹWang et al. (2000) Չი
ᡏਓၯᜢᗖ୍ܺᗺϐ܄ϩǹWang et al. (2004) იᡏးਓၯύǴР
ррნၯ࠼ᒧӄхԄਓၯפ (ǹWong, and Kwong (2004ޣᒃᗋࢂλ࠸ࣁ،҆
ޑख़ाӢનǹਗ਼ )2005 *ޣਓၯޕჹGPT ౢࠔᇡޕሽॶϐቹៜǹBrian
ߚሽϐ،ǴຎکDavies and Paul Downward (2007) म୯းਓၯሽ
10
ᡍიᡏکǹ Wang, Hsieh, Chou, and Lin (2007) วޣਓၯᔼکޗλೕኳਓՉ
ਓၯ୍ܺϐໆ߄ǹ Wang, Jao, Chan, and Chung (2010) Ѡიᡏਓၯሦ໗ϐϣ
! Ƕޕ॥ᓀکӧ॥ᓀ
ᆛ।൞ᡏಔӝჹቶਏޑȐ 3115 ȑიᡏးਓၯ܃୯ϣЎԖǺጰݒ !!!!
݀ϐቹៜǹṅߎȐ 3118 ȑሽᆶሦ໗୍ܺߥჹიᡏးਓၯౢࠔຑቹៜ
॥ᓀኳԄǹᐽ☰Ȑ 3117 ȑਓޕǹමᛏጎȐ 3118 ȑიᡏးਓၯౢࠔزϐࣴ
ǹ݅ЈᜩȐ 3118 ȑٯаྷγიᡏးਓၯࣁˇزၯᐒǵᅈཀࡋᆶख़ၯཀᜫϐࣴ
ੇѦიᡏးਓၯѦ୍ܺࠔ፦ໆ߄ϐࡌᄬᆶᡍǹླྀᙣՉȐ 3116 ȑიᡏ
းਓၯύሦ໗ .იޑΓ፦ǵӑຝᆅౣᒧᆶӑຝᆅౣޕϐࣴ
ሦ໗ӑຝᆅϐКၨǹޑǹЕᕐȐ 3117 ȑѠᆶВҁϐიᡏးਓၯز
ǹྦྷ୷Ȑ 3117 ȑزণϘȐ 3117 ȑიᡏးਓၯύሦ໗ӑຝᆅਏ݀ϐࣴ
! ǹഋ҅زϐᡏᡍǵᅈཀࡋᆶ۸၈ࡋᜢ߯ϐࣴޣიᡏးਓၯ
! Ƕزਏᔈᜢ߯ϐࣴޣሦ໗ᎶΚሦᏤᆶਓ࠼ϐଓᒿޑȐ3118 ȑიᡏးਓၯ
ၰǴѠᢀӀЃγҞ٠คΓǴޕЎǴёޑᕉ៝߈൳ԃიᡏးਓၯ !!!!
ȨѠᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ዴزǴӢԜҁࣴ܄ᆶਸ܄ख़ाځՠӢ
! ӧᔼୖԵǶޣᔼٮȩǴаගزᇡࣴ
!
11
! ಃΒ!ၯᏨࠔ፦!
ำࡋϷߕуሽॶࣁᑽڙᕇளϐག܌ၯᏨᡏᡍ (leisure experience) ࢲၸำύ !!!!
ໆၯᏨࠔ፦ǵၯ࠼ᅈཀࡋޑख़ाࡰǴԶ Driver and Tocher )1970 *ᇡࣁၯᏨࢂ
ܭကၯᏨࣁǺȨΏΓᜪᡍϐᅿǴԶԜᅿᡍࢂ୷ۓᡏᡍǴޑᅿЈᆶғ
ঁΓܭคက୍ਔ໔ϣԾᜫୖᆶǴ܌ᕇளޑϣӧൔᓭ (intrinsically re-warding)ȩǶ!
! ကۓǵၯᏨࠔ፦ϐ
ӜຒǴၯޑȨࠔ፦ȩፄӝԶԋکၯᏨࠔ፦ (leisure quality) ຒࢂҗȨၯᏨȩ !!!!
(வ٣ϐჴ፦ࢲǶGodbey and Geoffrey (1981܌Ꮸ೯தຎࣁΓॺӧҶ໕ਔ໔ϣ
ԾҗΞඍ৹ډҺՖࢲǴࢂзΓགޑ໕ཨਔவ٣ܭიᡏ܈ကࣁঁΓۓஒၯᏨ
֎ЇΚǶFennell !)2002 *ࡰрၯᏨࢂၯ࠼ӧ໕ཨਔவ٣Ӛᅿޑ܄ԖҥջڀǴ٠ޑ
ᡏᡍǴၯᏨᡏᡍ೯தىԾҗǵඍ৹ǵঁΓᅈڙ٦܈ࢲǵଓޑԖ֎ЇΚڀ
,Hull( ܄ޑԖӭख़य़ӛڀᄊǴރىЈᅈޑ܄อኩᕓ໔Ǵࢂᅿኩਔܭวғ
ကၯᏨࢂۓ* Steward, & Yi, 1992; Lee, Dattilo, & Howard, 1994 *ǶBammel )1982
يঅᎦ܈ᑛϐࡕǴুǵࡠൺᆒઓ״٣ǶѳВᙍೢޑ܌ࡠൺᆒઓ܈ࣁΑু
ޑҞޑӆᓯӸǴΨ൩ࢂᇥѬکԾρǶཀᒏਔ໔Ҕٰख़ࡌǵံкޑЈǴബཥ
Ҷ໕ਔᒧܭကၯᏨࣁΓॺۓȐ2:9: ȑےӧ٬ΓૈᆒઓࡠൺࡕӆΕπբǶܴ
Ьा០ΚǶவ٣ၯᏨѸԾᜫࣁϐǴ๊ځགࣁىᅈୖᆶϐҺՖᡏᡍǴଓ
ကၯᏨࣁۓ០ॐԶϐՉࣁǶᖴࡹᒑȐ2:9: ȑ܈ǵڋόёૈҗѦΚࡰҢǵம
ᓸΚǴԶ٬ΓࡠൺࢲΚǴکੲЮǵൂፓޑӧπբϐᎩǴᙖၯᏨࢲٰᘍಥπբ
! ࢲǶুޑவ٣܌ཀࡰӧ໕ཨਔ໔ϣ
ғϷЈޑޣၯᏨٮගૈ܌ਖԀȐ2:95 ȑᇡࣁၯᏨࠔ፦ࣁӚᅿၯᏨᡏᡍ݅ !!!!
໔ϐ࣬ӝကࣁǴၯᏨᐒᆶሡۓำࡋǶManning (1985)ஒၯᏨࠔ፦ىϐᅈ
ܭᔈҔۺȨၯᏨࠔ፦ȩǴࢂஒౢࠔࠔ፦ཷޑᒏ܌ำࡋǶኻဃᄪȐ2004 ȑᇡࣁ
܄ஒȨၯᏨȩࢲຎࣁ୍ܺځঁӜຒǴޑғр़܌ЊѦၯᏨሦୱύ
12
ᡏᡍၯᏨࢲࡕჹӚၯᏨӢηࠔ፦ЬᢀܭǴၯ࠼ޣ٬ҔޑࠔǴၯ࠼߾ࣁࠔ
၀ၯᏨࢲϐࠔ፦Ƕۓ،ຑ่݀ߡૈځǴᆕӝۓຑޑ
ਖԀȐ1984 ȑǵ௴ؼȐ1987 ȑǵߠᒸȐ1990 ȑࡰрၯᏨࠔ፦ࣁၯ݅
ϐၯᏨᕉნǴ٬வ٣ЊѦၯᏨϐၯ࠼ૈᕇளଯࠔ፦ϐၯᏨᡏᡍǶ݅ٮග܌Ꮸ
ύࡰрǴȨၯᏨࠔ፦ȩж߄ၯ࠼زၯᏨᡏᡍᜢ߯ϐࣴکਕኾȐ2002 ȑӧၯᏨፂᔐ
ሡޣၯᏨᐒཇ಄ӝ٬Ҕޑٮගޣ๏ٮำࡋǴޑىයఈᅈکჹၯᏨᐒሡ
ᅈཀำࡋёᙖҗໆෳၯ࠼ޑᅈཀࡋཇଯǴԶၯ࠼ޑၯᏨᡏᡍਔǴၯᏨࠔ፦ޑ
ǴӢԜᅈཀࡋёϩࣁᕉნࠔډำࡋளޑӚᅿЈᡏᡍډၲ܌ӧᐕၯᏨၸำࡕ
ᔼᆅࠔ፦Ƕکࠔ፦ޗ፦ǵ
ΒǵၯᏨᡏᡍ !
!!!! ᡏᡍ (experience) ຒᏤྍܭЎ”experiential” Ǵཀࡰǵ၂ᡍǶKelly
ࢲ܈୷ҁೌᇟǴ۳۳ࢂᐕΑࢤਔ໔ޑကۓᇡࣁȨᡏᡍȩࢂঁཱུᜤ (1987)
ၸำǶଏ่Ȑ1989 ȑᇡࣁȨᡏᡍȩ (experience) Ǵ٩ྣ٥ޑՉೀޕགޑࡕ
ᡍǴջࣁᡏޑࣁҗགᏫǴӭԛӕኬᏫӧଆԋځٚථӭቺှញࣁ
ᡍǶȨၯᏨȩᆶȨᡏᡍȩޑཀကǴ Driver and Toucher (1970) Ϸ Lawler (1973) ᇡࣁ
ǴϷჴ፦ᕇளࢌᅿԖዛᓰǴወӧሡޑҗၯᏨୖᆶၸำޣၯᏨᡏᡍࣁǴၯᏨ
ȐSolitude ȑϷ϶ፉȐFriendship ȑǶഋНྍȐ2:9: ȑېᐟȐExcitement ȑǵڈӵ
ӧவ٣ၯᏨࢲύவᕉნᕇளૻ৲ǴၸೀࡕǴޣᇡࣁȨၯᏨᡏᡍȩ߯ࡰၯᏨ
ҁ፦ᆶख़ޑݩǶၯᏨᡏᡍރғǵЈޑևکϐղᘐډᡏள܈ჹঁձ٣
ۓᅈཀำࡋǴԶޑيᑽໆҁޑाᐕၸำፕॊύࡰрǴၯ࠼٩ྣԜᡏᡍǴЬᢀ
рၯᏨࠔ፦ޑӳᚯǶՠόӕϐၯᏨޣჹܭ࣬ӕϐၯᏨᡏᡍǴԖόӕϐᅈཀำ
ࡋǶරࡹ )1992 *ᇡࣁǴӧၯᏨࢲၸำύঁΓӚᅿԾฅᕉნǵΓЎᕉნૻ
ޑᙯඤಔЈբҔჹᕉნૻ৲уа၍ញԶளޕགࡕǴၸ۔Ǵҗག৲
ȨၯᏨᡏᡍȩǴࢂঁΓӧҶ໕ਔ໔ۓЈᡏջࣁၯᏨᡏᡍǶֆၮӄȐ2001ȑࣚ
ޑ߾மፓࢲୖᆶقԶޑҞځࢲǴޑەЈيࢲୖᆶǴࣁঁΓӧவ٣ޑϣ
13
Ȩൔᓭȩ܈ȨԏᛘȩǴவᕉნύᕇளૻ৲Ǵуаᙯඤ၍ញԶԋࣁޑᅿϣЈޑᡏ
൩ࢂȨၯᏨᡏᡍȩǶ Uriely (2005) ᇡࣁࢂВதғࢲύޑਓၯᡍᙯᡂࣁӭϡϯ
࣬ჹբҔٰޑကӆуаׯǴԜᅿׯаϕံ֖ځǴၸঁᡏЬᢀղᘐۺཷ
ǶමችȐ3119 ȑᇡࣁȨၯᏨᡏᡍȩሡޑ܄ۓ،کᡏҟ࣯ঁىၮǴᅈکှញ
ᐒׇޑࢲکᐒǴଞჹၯᏨᕉნکҞޑԖܴዴڀࣁঁᡏӧவ٣ၯᏨջ
ကȐ311: ȑᇡࣁၯᏨᡏᡍΏדᅈཀࡋǶዐᛎҎᆶླྀޑଯࡋډӈуаᒧǴаள
ᡏىᅈޑౢғ܌Ϸࢲύ܌Ǵࢂၯ࠼җӧၯᏨҶ໕ڙࢂᄊϐЬᢀག
ᕉნǵޑ܌ϐঁΓӢનѦǴΨх֖ΑၯᏨيύቹៜϐӢનନΑၯ࠼ҁځᡍǶ
ୖᆶޑࢲϷၸำύ܌วғϐ܌ԖᡍǶ !
! ကۓΟǵ୍ܺࠔ፦ϐ
࠼ᅈཀፕԶٰ៝ޑᆶчऍۺԐයᢀޑਥྍ߯வኻࢪޑزࠔ፦୍ࣴܺ !!!!
! ကϐЎ࣬ӭǶۓChenet et al., 1999; Fisk et al., 1993)ǴࡺԖᜢ୍ܺࠔ፦)
ࠔ፦ࢂ୍่ܺ݀ૈ಄ӝ୍ܺۓကǴ٠ᇡۓࠔ፦ϐ୍ܺܭLevitt (1972) നӃ๏ !!
ނက୍ܺࠔ፦٩ᏵҾ )ຝ*ࠔ፦ǵϕࠔ፦ǵۓ (ྗǶLehtinen (1983ޑۓ
Бय़ٿ!* фૈࠔ፦ )ӵՖሀک* ډࠔ፦ )ჴሞளೌמ፦ࠔ፦Ƕ Gronroos (1983) வ
୍ܺࠔ፦ǶZeithaml, Parasuraman, and Berry (1990) ᇡࣁȨ୍ܺࠔ፦ȩࢂคٰ
όޣ܈ౢࠔǵࠔᆶࠔኬղձࣁؼࠔޑǴӢԜࡐᜤᆶـ࣮܌ݤҔ࿊
ࢂόӳǶ୍ܺ܈όӕǴᇡࣁࢂӳۺৡ౦ᆶࡘԵᢀޑؼࠔǴΞуΓԖЬᢀ
ჹ୍ܺයఈૈΚǶ Cronin and Taylor* ޣ࠼ )៝ىᅈޣٮගޑࠔ፦ࢂ୍ܺ
ܺޑۓЈᄊǴԶ࠼Њᅈཀࡋ߾ࢂਥᏵࢌޑᅿߏයܭᇡࣁ୍ܺࠔ፦ឦ (1992)
ᅿอኩղᘐǶঞमᆶचӼ )1996 *ᇡࣁ୍ܺࠔ፦ࢂவ៝࠼ޑԋ܌ᐕ୍
က୍ܺࠔ፦ࣁ៝࠼ۓ* ᔠᡍǶશ )2000ޑࠔ፦୍ܺޑى࠼ᅈ៝ٮᢀᗺٰගޑ
(ᡏᓬؼണрำࡋǶ Frochot and Hughes (2000ޑ୍ܺ܈Ьᢀղᘐౢࠔ* ޣ(
ǵ៝࠼܄ǵόёᓯӸ܄ǵค܄ፄᚇǴӢࣁ౦፦׳ᇡࣁᑽໆ୍ܺࠔ፦Кଆౢࠔ
ǵ܄ǵ౦፦܄ԖคڀǶԢကѳ)2000 *୍ܺࠔ፦܄ᆶ୍ܺၸำำࡋଯϣӧୖ
14
ၸޑᑽໆǴуӧ୍ܺۓࣚޑ፦Ǵ٬୍ܺࠔ፦όܴܰዴ܄ᆶܰೳ܄ӕਔ
ࠔ୍ܺځᆶᑽໆۓϐᢀᗺٰࣚ* ޣϟΕǴѸа៝࠼ )* ޣำύԖ៝࠼ )
!ကǶۓᢀᗺٰуаޑޣကѸа٬Ҕۓޑ፦Ǵࡺ୍ܺࠔ፦
Ǵ୍ܺࠔ፦ࢂၨقԶޣܭParasuraman, Zeithaml, and Berry (1985) ፋϷჹ !!!!
ޑࡕ୍ܺڙයఈᆶௗޑǴӢԜԶගр୍ܺࠔ፦ࣁ୍ܺޑᜤѐຑሽ׳ౢࠔࠔ፦
КၨǴޑ໔ڙჴሞགޑࡕ୍ܺڙᆶௗ୍ܺޑࠔ፦ৡຯǴҭջ៝࠼٣යఈޕ
ࠔ୍ܺޑډޕޑࠔ፦ຑᘐх୍่֖ܺ݀ຑᆶ୍ܺሀଌၸำຑǶ៝࠼ځ
යܭࠔ፦ե୍ܺޑډޕᅈཀǹϸϐǴډਔǴ៝࠼ஒག୍ܺޑ፦ຬၸයఈ
! ࠔ፦Ƕ୍ܺޑډڙௗ܌ځਔǴ៝࠼ࢂόᅈཀ୍ܺޑఈ
Ѥǵ୍ܺࠔ፦ᑽໆᄬय़ !
!! ӧ୍ܺࠔ፦ޑᑽໆᄬय़ǴLehtinen and Lehtinen (1982) ࡰр୍ܺࠔ፦хࡴΟ
ჴᡏय़ (ӵഢޑϕࠔ፦Ƕჴᡏࠔ፦х୍֖ܺکᄬय़Ǻჴᡏࠔ፦ǵҾࠔ፦ঁ
ޑޣکຝǹϕࠔ፦ٰԾ୍ܺΓ܈ӑຝޑࡌᑐ)ǹҾࠔ፦хࡴϦљک
ϕаϷޣঁΓϐ໔ޑϕǶ
ග܌* ࢂҗ Parasuraman et al. )1985ۺཷޑෳໆ୍ܺࠔ፦کനቶݱ٬Ҕ !!
ჹຝаزрǴճҔሌՉǵߞҔьǵഢᆢঅᆶߥᎦϷߏႝ၉Ѥᅿ୍ܺࣁࣴ
Ǵޑ᠄Ԗወӧख़ܭΜᄬय़ǴՠҗޑǴϐࡕǴගрᑽໆ୍ܺࠔ፦زՉჴࣴ
ԖؼӳڀǴനࡕวрزፓࣴޑගϐΜᄬय़Չϸᙟ܌ஒচӃޣࡺΟՏᏢ
Ӝڮໆ߄Ǵ٠ஒԜໆ߄ޑϖᄬय़ǴϷΒΜΒᚒୢޑե܄ख़ፄکߞࡋǵਏࡋ
ȨԖޑύϖᄬय़ځࣁȨ SERVQUAL ȩ(Parasuraman, Zeithaml, & Berry, 1988)Ƕ
ࣁȨߥٳѬΎᄬय़߾ϩձӝځȩᆶচᄬय़࣬ӕǴ܄ȩϷȨϸᔈ܄ȩǵȨё܄
܄ȩϷȨӕЈȩǶ!
ϩٰຑໆ୍ܺࠔޑޕCronin and Taylor (1992) ġ ߾ᇡࣁ൩៝࠼ჴሞ !!
НྗКၨǴҗჹሌՉǵନᙝǵଳࢱ۫ᆶೲ୍ܺޑ፦Ǵ٠όѸӆᆶයఈ
ډᅿᑽໆБݤǴளٿ SERVPERF ک ჴϩҗჴКၨ SERVQUALޑ१۫
15
ቹޑۓԖޕᇡޑࠔ፦୍ܺޣයఈჹޑวǺ)*ᗨฅ୍ܺٿΠӈ
ໆޑࠔ፦୍ܺܭᑽໆБԄ٠όҔޑ෧ѐ୍ܺයఈޕᇡޑៜǴՠ୍ܺՉ่݀
ᅈཀࡋК୍ܺࠔ፦ჹޣѰѓǹ)Β*ޑޕᇡ୍ܺډڙௗԖޔෳǶ୍ܺࠔ፦
ቹៜǶќѦǴᗋว SERVPERF ໆ߄֡ၨ SERVQUAL Ԗޑமਗ਼׳ᖼວӛԖ
ႣෳૈΚϷԏᔙਏࡋ (Convergent Validity) ᆶ ᒣਏ ࡋ (Discriminantޑၨ٫
Validity) Ƕᗨฅ Parasuraman, Zeithaml, and Berry (1994b) ჹ SERVPERF ܭߞ
ࡋǵਏࡋϷႣෳૈΚҞගрόӕ࣮ݤǴՠ Parasuraman, Zeithaml, and Berry
ႣෳૈΚǶޑԖၨ٫ڀᇡ SERVPERF ӧࢌ٤Бय़܍1994a) ϝฅ)
ޑୢόᆶ SERVQUAL ໆ߄࣬ӕǴЪᏱԖၨ٫ޑSERVPERF ໆ߄ ܭҗ !!
аඔ܄Ǵϖ୍ܺࠔ፦ᑽໆᄬय़ύǴԖޕߞਏࡋǶҗ SERVQUAL ໆ߄ёள
ᎩѤᄬय़߾аඔॊȨΓ୍ܺȩࣁЬǴᆶځࠔ፦ࣁЬǴ୍ܺޑॊȨฯᡏȩБय़
၂ୖԵᆶၮҔزǶࡺҁࣴ܄Ьᚒ─ၯᏨࠔ፦ǴԖࡐଯ࣬ᜢޑزҁࣴ
Parasuraman et al. (1988) ܌ගϐϖᄬय़Ϸ SERVPERF ໆ߄ࣁ୷ᘵǴीၯᏨࠔ
፦ឦ܄ୢ (߄ 1) Ƕ
16
߄ 1
SERVQUAL ໆ߄ᑽໆᄬय़ϷຑҞ! ᄬय़! ಔԋҞ! ! ٣ǴૈϷਔֹԋǶޑᒍ܍܌Ϧљჹ៝࠼ !շǶڐٮᜤਔǴૈ߄рᜢЈ٠ග֚ډ࠼ၶ៝ ё܄! ϦљࢂёޑǶ ! (Reliability) ! Ƕ୍ܺޑᒍ܍܌ٮਔගྗૈ ҅ዴᒵ࣬ᜢޑ୍ܺǶ ! ୍ܺஒՉਔǴӃϐ៝࠼Ƕ! ! Ƕ୍ܺډ࠼ёِೲӦவπ္ٗள៝ !܄ϸᔈ (Responsiveness) πᕴࢂᜫཀᔅշ៝࠼Ƕ ! ! Ƕ࠼ሡ៝ىǴᅈ୍ܺٮගڅπёҥ πࢂॶளߞᒘޑǶ ! ! ӼЈǶډӧவ٣ҬܰਔǴ៝࠼ག ! ܄ߥ (Assurance) πࢂԖᘶᇮޑǶ ! ! Ƕ୍ܺޑӳ׳ٮЍǴаගޑډπёவϦљள ! ձ୍ܺǶঁٮϦљଞჹόӕ៝࠼ග π๏ϒ៝࠼ঁձޑᜢᚶǶ! ᜢᚶ܄! ! ǶሡޑයఈπΑှ៝࠼ (Empathy) ! ճӈࣁᓬӃԵໆǶޑ࠼៝עϦљ ! ǶሡޑԖ៝࠼܌ਔ໔٠಄ӝ୍ܺޑٮϦљග Ԗжϯޑ୍ܺഢǶ! ! Ԗ֎ЇΚǶڀࡼ୍ܺ !܄Ԗ ! Ѧ߄ǶکးܺޑTangibles) πԖዅ) ! ࣬ଛӝǶ୍ܺޑٮග܌ࡼᆶдॺޑϦљ !* (ၗٰྍǺParasuraman et al. (1988(
17
!
ಃΟ!অ҅ IPA !
!!!! ख़ाᕮਏϩ )Importance-performance analysis *!ࢂᅿ ᙁൂЪԖਏޑБ
& ,࠼ᅈཀࡋБय़ (Eskildsen៝ܭᔈҔزݤǴςቶݱၸख़ाࡋᆶᕮਏБԄࣴ
Kristensen, 2006; Magal, & Levenburg, 2005; Martilla, & James, 1977) ǶJQB ࢂᅿ
ෳࡋǴஒޑᇡࣁ߄ޣȬ߄ȭ .ک܄ख़ाޑޣᙖҗȬख़ाȭ .ჹ
Sampson, & Showalter, 1999)Ƕ) ೌמޑᓬӃ௨ׇ܄࣬ᜢޑౢࠔ୍ܺۓ
ჹًؓᎍ୧ϦљޣIPA २Ӄҗ Martilla, and James,!(1977) ගрǴၮҔӧ !!!!
Ǵ٠ගр܄ᜢᖄޑᆶ߄ϐ໔܄ख़ाځҞǴϩ܄ឦ୍ܺޑٮග܌
วᆅౣᆶՉᎍࡌǴҞςදၹၮҔӧҾᔼ،ϩǶӕਔǴ
ҔٰᑽໆҞϦљѱᝡݾՏǵዴᇡϦљޣख़ाࡋᕮਏϩҭࢂҾᆅ
,Hawes, & Rao, 1985; Myers)! ೌמϩޑᔼׯ๓ᐒᆶЇᏤϦљౣБӛ
ዴᇡԖޣշᆅڐǶќѦǴ Matzler, et al. (2004) Ψࡰрख़ाࡋᕮਏϩё (2001
ܺ܈Ƕ೯தӧҾֹԋ៝࠼ᅈཀࡋፓ܄ၲԋ៝࠼ଯᅈཀࡋ่݀ϐ୍ܺឦܭշ
ڔ٬Ҕ SERVPERF ໆ߄ )Cronin, & Taylor, 1992 *^ϐࡕǴӣԏԖਏୢ\ ࠔ፦ፓ୍
ϐፓၗஒҔٰࡌҥख़ाࡋᕮਏϩϐΒᆢંତკǶӧંତკύǴࠔ፦ឦ
܄ϐ୍ܺຑ᠘ᕮਏᆶख़ाࡋϩձࣁ X!ືᆶ Y ືǶԶ X!ືᆶ Y!ືϐύЈጕࢂ
ᕴѳ֡ॶǶӢԜǴख़ाࡋᕮਏϩંତޑϐ୍ܺຑ᠘ᕮਏᆶख़ाࡋ܄Ӛࠔ፦ឦ
კԖѤঁᆅౣБǴख़ाࡋᕮਏϩંତკӵკ 2 ܌ҢǶ !
!!!! ਥᏵࠔ፦ឦ܄܌ՏೀϐБǴᆅޣёమཱҞϦљ܌ሀ୍ܺޑӚࠔ፦
ឦ܄ࢂឦܭᓬᗺ܈લᗺǶБ I!)ଯख़ाࡋᆶଯ୍ܺຑ᠘ᕮਏ *! ϣϐӚࠔ፦ឦ
ӧǴҭ൩ࢂϦљϐЬाᓬᗺǶБ܌ᆢᝡݾᓬ༈ϐᐒ܈Ǵж߄Ϧљᕇள܄
Ǵж߄ϦљёૈΕၸ܄ II !)եख़ाࡋᆶଯ୍ܺຑ᠘ᕮਏ *! ϣϐӚࠔ፦ឦ
ӭၗྍܭ၀ࠔ፦ឦ܄Ǵനӳૈख़ཥԵቾၗྍϐϩଛǴܴዴӦᇥǴပΕԜຝज़
ளςԋࣁफ़եԋҁϐჹຝǶҭ൩ࢂϦљϐԛाᓬᗺǶБ III !)ե܄೭٤୍ܺឦޑ
18
Ǵж߄ϦљคሡӆΕၸӭոΚᆶ܄ख़ाࡋᆶե୍ܺຑ᠘ᕮਏ *ϣϐӚࠔ፦ឦ
ၗྍޑࠔ፦ឦ܄Ǵҭ൩ࢂϦљϐԛाલᗺǶБ IV !)ଯख़ाࡋᆶե୍ܺຑ᠘ᕮ
Ǵҭ൩ࢂϦљϐЬ܄Ǵж߄Ϧљ࡚ሡҥջׯ๓ϐࠔ፦ឦ܄ਏ*! ϣϐӚࠔ፦ឦ
! ȩǶ܄ကϐȨᓬӃׯ๓୍ܺࠔ፦ឦۓ܌زाલᗺǴΨ൩ࢂҁࣴ
! ख़ाࡋ ! ! H ᝩុᆢ ! ! ᓬӃׯ๓ (Keep up the good (Concentrate here) ! work) ! Б ΙV Б Ι
եख़ाࡋ ! ၸࡋख़ຎ ! (Low priority) (Possible overkill) Б ΙΙΙ Б ΙΙ L ! L H ᕮਏ ! ! !^ (კ 2!ख़ाࡋᕮਏϩંତკ !\ၗٰྍǺ Martilla, & James, (1977 ! Бय़Ǵֈߏ፥Ȑ3116ȑᔈҔ IPA ӧӦز࣬ᜢၮҔࣴೌמ ӧ IPA !!!!
Ǵϩၯ࠼ϐՉයఈǵჴሞᡏᡍٰزၯ࠼ਓၯᐒǵᅈཀࡋᆶख़ၯཀᜫϐࣴ
ࡼϐᆅౣǹҥဂȐ3118 ȑᔈҔ IPA ӧܿѠϼᎹሙ୯ৎ॥ඳ୍ܺۓᔕ
ǴϼᎹሙ୯ৎ॥ඳၯ࠼ϐၯᏨႣයᆶჴሞزၯᏨᐒᆶၯᏨᅈཀϐࣴ
ǵֆቆࣿǵЦඵֻȐ3115 ȑᔈҔ IPA ӧကҶ໕ၭ୍ܺࠔ፦ةᅈཀࡋǹഋࠂ
ǹകᆶ܄рׯ๓ကҶ໕ၭ୍ܺࠔ፦ϐख़ᗺࠔ፦ឦפǴаزໆෳϐࣴ
ᆢृ!)2006 *ᔈҔ IPA ӧၯ࠼ଷғࢲࠠᄊᆶၯᏨࢲୖᆶϐᜢ߯Ǵόӕ
ᅈཀࡋࢂցԖৡکࢲϐᑫ፪ۓޑٮග܌၀ၯᏨܭဂჹޑଷғࢲࠠᄊ
ɡز౦ǹཥோ)2005*ᔈҔ IPA ӧࠠЬᚒ༜୍ܺࠔ፦Ϸ៝࠼ᅈཀࡋϐࣴ
ࠔ፦ख़ຎࡋϷ୍ܺࠔ፦߄୍ܺܭǴၯ࠼ჹٯᒃНЬᚒ༜ࣁكаѲᎹ
زȐ3113 ȑᔈҔ IPA ӧȨՋУᢀӀᝡݾϐࣴڼᜢ߯ǹ؇ԋᆶጰޑࡋϐ໔
19
ɡIPA ኳԄϐᔈҔȩǴа IPA ኳԄᔠຎՋУᢀӀᝡݾΚϐख़ाׯ๓ӢનǶ֮
ள่݀ჹ܌ᔼᆶᆅǴވើ୯ሞูە୯ᆶᎅ҅۸Ȑ3119 ȑᔈҔ IPA ٰ
ࡌǶഋ؊৸ǵ҅ችǵز࣬ӕՉࡹǵჴ୍ϷࡕុࣴٮЬᒤൂՏϷᏢೌൂՏග
҂ٰวϐᓬ༈ǵ১ޣҡߐࢲങӦᓓܭрԖճפ ዅ )2008 *ᔈҔ IPAٵէ
ᗺǵᐒᆶ࠶ુǶ㪻ᆡᆶഋᎩ⯨Ȑ2009 ȑᔈҔ IPA ٰϩᆘၯ࠼ჹੌወࢲ
Ǵٯ୍ܺࠔ፦යఈᆶᅈཀࡋǶߙ݊ᆶًԋጎȐ2009 ȑаᆵчᑜβࠤਯ㵝
ख़ຎǵᅈཀำࡋᆶख़ၯϐཀᜫᜢ߯ǴޑӦБቼܭၸӚࡰٰၯ࠼ჹ
!рਯϐᓬ༈ǵ১ᗺǵᐒᆶ࠶ુǶפ ύᔈҔ IPAځ
Ԗ൳ঁख़ाલᗺǶ Matzler, etزБݤǴၸѐࣴޑᗨฅ IPA ࢂঁߚதԖሽॶ !!!!
ଷǺǵᕮਏᆶख़ाࡋࢂϕࣁᐱҥᡂኧǶޑᗦ֖ঁٿIPA Ԗ ۈচډal. (2004) ග
ଷӧჴШࣚࢂᒱᇤǴঁٿЪჹᆀǶ೭܄ᜢ߯ࢂጕޑΒǵᕮਏᆶᡏᅈཀࡋ໔
,Kano, Seraku, Takahashi, & Tsuji(ޑᡏ៝࠼ᅈཀࡋࢂόჹᆀکቫભ܄ᕮਏឦ
1984; Matzler, et al., 2004; Matzler, & Sauerwein, 2002; Matzler, Sauerwein, &
Ӣ݀ܭࢂឦ܄ख़ाࡋឦک܄Heischmidt, 2003; Ting, & Chen, 2002) ǴԜѦᕮਏឦ
ᜢ߯(Matzler, et al., 2004; Oh, 2001; Ryan, & Huyton, 2002;Sampson, & Showalter,
1999) Ƕ!
ύᆶ IPA നεৡ౦ೀӧځж IPA Ƕڗٰ Deng (2007) ගрঅ҅ IPA !!!!
܄ჹ୍ܺឦޣೖڙፓٰᕇளڔȨख़ाࡋȩϐᕇளǶচٰ IPA ࢂᙖҗୢܭ
ჹܺޣೖڙϐȨЬᢀख़ाࡋȩǴՠঅ҅ IPA ߾ࢂၮҔԾฅჹኧୃ࣬ᜢϩٰᕇள
୍ឦ܄ϐȨᗦ܄ख़ाࡋȩǶ !
!
!
!
20
߄ 2!!
IPA ᆶঅ҅ IPA ϐৡ౦ ! IPA !)Martilla, & James, 1977)! অ҅ IPA !)Deng, 2007 *! ೖڙჹ୍ܺឦ ၮҔԾฅჹኧୃ࣬ᜢϩٰᕇளޣೖڙፓٰᕇளڔᙖҗୢ ܄ϐȨЬᢀख़ाࡋȩ ! ޣჹ୍ܺឦ܄ϐȨᗦ܄ख़ाࡋȩ ! ሡᕮਏϐຑໆୢᆶᚒᡏڔሡԖख़ाࡋᆶᕮਏϐຑໆୢ ! ୢڔୢ ៝࠼ᅈཀࡋຑໆୢ ! !࡚ሡׯ๓ҽ҂ᓬӃׇගϷ! ࡚ሡׯ๓ϩԖᓬӃׇගϷ
21
!БݤزಃΟക!ࣴ
ᔼᢀӀЃγౢࠔࠔٮԑӧࡌᄬѠᢀӀЃγၯᏨࠔ፦ໆ߄Ǵ٠ගزҁࣴ !!!!
ፓݤՉፓǴ٠ၮҔख़ाᕮਏϩڔǴၮҔୢۓ፦ϐࣚ
(Impotance-performance analysis)(Martilla, & James, 1977)ՉᜢᗖၯᏨࠔ፦ϐዴ
ኬፓೕჄǵ࣬ᜢीܜीǵڔԵǶҁകӅϩࣁѤǴϩձୢୖٮᇡǴа
! ዴᇡำׇϩǶ܄ϩБݤǵᜢᗖၯᏨࠔ፦ឦ !ीڔಃ!ୢ
ନΓαڔǶࡺፓୢ܄ԑӧዴᇡѠᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ឦزҁࣴ !!
(Ե Parasuraman et al. (1988ୖزीၗፓѦǴᗋхࡴၯᏨࠔ፦ፓϩǶҁࣴ
܌ගޑ୍ܺࠔ፦ϖεᄬय़ᆶӭՏ୯ϣѦᏢޣϐၯᏨࠔ፦Ў (ӵ߄ 3)Ǵीр 26
Бڔ࠾ഈԄୢ܄ᚒၯᏨࠔ፦ୢᆶ 1 ᚒᡏၯᏨࠔ፦ຑሽୢǴӕਔ௦Ҕ่ᄬ
ϐीǶԶୢຑໆБԄǴ௦ҔլڔԄֹԋѠᢀӀЃγၯᏨࠔ፦ፓୢ
ΎᗺໆЁБԄǴϩձа 7 Կ 1 ϩٰж߄ȨߚதᅈཀȩǵȨᅈཀȩǵȨัࣁᅈཀȩǵ
Ȩද೯ȩǵȨัࣁόᅈཀȩǵȨόᅈཀȩϷȨߚதόᅈཀȩΎঁᇟཀຒǶΓα
ձǵԃសǵ௲ػำࡋǵ୯ᝤǵၗૻٰྍǵӵՖुᖼѠ܄ीၗፓϩǴх֖
ᢀӀЃγਓၯౢࠔǵམ४ѠᢀӀЃγԛኧΎঁୢǶ
22
߄ 3!!
ၯᏨࠔ፦ឦ܄ϐୢ ! ୖԵЎ ! ᄬ ᚒҞ! य़! 1/ჹၯ࠼܌܍ᒍޑௗଌ୍ܺૈϷਔၲԋǶ! Parasuraman et al. (1988) ё! 2. ૈྗਔၲԋ܌܍ᒍޑਓၯՉำǶ! Martínez Caro, L. and ! 3/ૈ҅ዴइᒵၯ࠼ϐुᖼਓၯ࣬ᜢၗǶ ! Martínez García, J. A. ܄! 4/ु౻ϷбීБԄࢂߡճޑǶ! (2007) 5. ਓՉޗᔼၮਔ໔ࢂБߡޑǶ! !Ƕӣ! 6. ၯ࠼ૈِೲᕇளਓၯ࣬ᜢ୍ܺा Parasuraman et al. (1988) ᔈ! 7. Ꮴၯཀᔅշၯ࠼Ƕ! Deng (2007 ) !Ԗೀၯ࠼ୢᚒϐૈΚǶڀ࣬ᜢ୍ܺΓ .8 !܄ 9. ЃγϣࢂଳృǵዅޑǶ! Wang et al. (2007) Ԗ! 10. ЃγϣྕࡋࢂޑǶ! David , Peter and Philip !! 11 /ਓၯ୍ܺΓᏱᆶዅϐሺ߄Ƕ (2003) ܄! 12. ЃγӼӄࢂคቾޑǶ! Parasuraman et al. (1988) !࣬ϕଛӝǶૈ୍ܺٮග܌Ѓγϣഢᆶ .13 !߄ၲૈΚǶقᇟޑᏤၯᏱԖؼӳ .14 15. ᏤၯᏱԖೢҺགǶ! 16. Ꮴၯࢂ϶๓ޑǶ! Wang et al. (2007) ߥ! !ᏤំှᇥૈΚǶޑᏤၯᏱԖؼӳ .17 Parasuraman et al. (1988) ! !ΚǶૈޑکᏤၯᏱԖიᡏ໔ፓ .18 David et al. (2003) ܄! !ӼӄᆶӼЈǶډਓၯՉำύǴૈགܭ .19 !ᄊࡋǶޑљᐒᏱԖؼӳ .20 !ᎯᎭ୍ܺǶޑљᐒᏱԖؼӳ .21 !ǶሡޑךЃγௗଌ୍ܺՉำ಄ӝ .22 !ǶሡޑךMartínez Caro, L. and 23. ਓၯՉำૈ಄ӝ ᜢ! !ǶMartínez García, J. A. 24. ૈΑှၯ࠼ঁΓϯϐሡ ᚶ! (2007) 25. ૈа៝࠼ճࣁᓬӃԵໆǶ! ܄! Deng (2007) 26. ૈਔਔЬᜢᚶၯ࠼Ƕ! Parasuraman et al. (1988)
23
ಃΒ!ܜኬፓೕჄ!
ਔ໔ܫวڔፓჹຝࣁჴሞམ४ѠᢀӀЃγၯᏨϐၯ࠼Ǵୢڔୢزҁࣴ !!!!
ࢳۓਡ܌ᔞ༤ቪǴ٠ᙖҗҬ೯ᢀӀֽޜ߇ӣௗଌӦϐډࡕ״ᗺࣁճҔၯำ่
ΏୖԵ୯ϣѦЎ٠ขᗺიᡏࣴБڔǶႣ၂ୢزշֹԋࣴڐٰޗ၌ϐਓՉ
ҁаБߡ୯ϣѦਓ࠼༤ቪǶႣ၂ހᅿٿϐǴӅीᕷᡏύЎǵमЎۓԄٰዴ
ᆶΐҽǶ۞ੇفၡጕࣁܿчܫวڔፓǴୢڔኬБԄՉ 60 ҽୢܜբ௦ߡճ
ዺǶۓБωڔϐߞࡋϩᆶୢᚒഋॊόೀϐঅ҅ࡕǴ҅ԄୢڔႣ၂Ԗਏୢ
ڔኬБԄǴჹখֹԋਓၯՉำϐၯ࠼ǴՉୢܜፓҭࢂ௦ҔߡճڔԶ҅Ԅୢ
:ၡጕࣁҬ೯ᢀӀֽ 311ܫǴวڔҽୢ 300 ܫǵ༤ቪᆶӣԏբǴᕴीวܫว
ጕ)ѠفԃਓၯΓԛीΟӜၡጕǴ٩ׇࣁѠчѱϣᢀӀǵϼᎹሙǵΐҽܿч
ᢀӀЃγᆛઠǴ2010 *Ƕ! !ಃΟ!࣬ᜢीϩБݤ
ၗϐीϩǶՉڔаीး೬ᡏ SPSS for Windows Չୢزҁࣴ !!
܄ϩǵϣठکϐϩхࡴ௶ॊीϩǵߞࡋϩǵਏࡋϩǵҞᕴ
ӢનϩǶ܄ਏݤǵঅ҅ IPA ϩǵᡍ
ǵ௶ॊ܄ीϩ!
ϩٰ่݀ഋॊӣԏԖਏኬҁϐΓαٯॊीϩΏճҔीໆᆶК௶ !!
ձǵԃសǵ௲ػำࡋǵ୯ᝤǵၗ܄ीϩஒ܄ճҔ௶ॊزीၗǶҁࣴ
سૻٰྍǵӵՖुᖼѠᢀӀЃγਓၯౢࠔǵམ४ѠᢀӀЃγԛኧᡂኧԖ
ݩǶޑङඳޗуаǴаΑှঁΓ
Βǵߞࡋϩ!
ࢂࡰჹ܄ۓǴᛙ܄Ϸठ܄ۓᛙޑഢڀࢂցڔߞࡋϩΏࡰໆ߄ӧᑽໆୢ!!!!
߯ኧۓᛙޑຫଯǴ߾߄Ң၀ෳໆ܄࣬ᜢޣٿԛǴऩٿኬҁǴࡕΒයෳץӕ
ຫଯǶठ܄ࢂࡰෳᡍϣୢᚒ໔ࢂց࣬ϕठǶCronbach (1951) ගрϐ͉ߞ
24
നத٬ҔϐߞࡋࡰǶStraub (1989) ࡰр Cronbach ͉߯زኧǴࢂҞՉࣁࣴسᒘ
!8/1 ܭߞࡋǶNunnally (1978) ࡌ Cronbach ͉߯ኧεޑኧёҔٰᑽໆෳໆୢ
! ߞࡋǶޑԖؼӳڀਔǴж߄
Οǵਏࡋϩ!
،Ǵωૈ܄ԖӅӕᡂ౦ڀӚෳໆୢ໔ࢂցۓՉӢનϩǴѸӃዴ !!!!
ࢂցӝՉӢનϩǶ೯தၮҔ KMO !ॶ(Kaiser-Meyer-Olkin) ᆶ Bartlettۓ
=!ऩ Pۓύ Bartlett ౚᔠځBartlett’s Test of Sphericity) ٰՉղᘐǶ)ۓౚᔠ
ӢڗܜаբࣁӢનϩى1Ǵ ܭ࣬ᜢ߯ኧόӕЪεޑᇥܴ࣬ᜢંତϣ่݀ޑ 0.01
ՉӢનϩǴՉӢનϩϐදەਔǴၨό 0.5 ܭનϐҔǶӵ݀ KMO ॶλ
೯ޑྗ߾ԿϿӧ 0.06 аǶ (Kaiser, 1974) Ƕ!
1ǴӢનॄໆ ܭӢનϩࢂаЬԋҽϩݤϷനεᡂ౦ኧᙯືݤǴቻॶε
,ࡌᄬਏࡋϐԋਏዴᇡ (DengڔՉǴԶϩ่݀߾բࣁୢٰۓޑ 0.5 ܭε
2007) Ƕ
!ϩکѤǵҞᕴ
ᕴϩϐ࣬ᜢکமፓаҞϩኧ܌ (ࡌ ᄬ ਏ ࡋ ߯ ௦ Ҕ Kerlinger (1986 !!
ᕴϩ࣬ᜢ߯ኧεکitem-to-total correlation) ݤǴҭջଷᕴϩԖਏǴ߾ঁձҞ)
λǴջࣁࡌᄬਏࡋᑽໆࡰǶ!
!ਏݤ܄ϖǵϣठ
ᕴϩࣁ 1/3 ࣁଯϩڗໆ߄ளϩуᕴ٠٩ଯե௨ׇǴޑޣ၂ڙՏஒ !!!!
ѳ֡ॶǴനࡕޑঁᚒӧଯϩಔᆶեϩಔಔǵࡕ 1/3 !ࣁեϩಔǴϐࡕीᆉ
ᚒҞӧଯϩಔᆶեϩಔࢂցၲᡉৡ౦ǶऩၲᡉНྗȐp < 0.05 ȑǴۓӆᔠ
ীǴذ᠘ձΚᔈϒаߥ੮Ǵϸϐ߾ϒаմନȐಏᏌǵ݅ڀ߾ж߄Ԝᚒ
1995ȑǶ!
25
Ϥǵঅ҅ IPA ϩ!
ዴᇡำׇբݤȩǴаዴᇡख़ाࡋଯᆶࠔ፦ᕮ܄ՉȨᜢᗖၯᏨࠔ፦ឦزҁࣴ !!
Π၁ಒᇥܴǶܭዴᇡำׇբݤ܄ǶԶᜢᗖၯᏨࠔ፦ឦ܄ᜢᗖၯᏨࠔ፦ឦޑਏե
Ύǵᡍ܄Ӣનϩ!
ਥᏵ࣬ޣزӢનϩ )confirmatory factor analysis ǹᙁᆀࣁ CFA *ࢂࣴ܄ᡍ !!!!
ς܈ໆ߄ǴԜໆ߄ςҗৎਏࡋቩਡޑЎጓᇙঁ֖Ԗኧঁቫय़܈ᜢፕ
ࣁӆዴᇡໆޣزᚒߚதܴዴǴࣴޑ֖܌ӢનϩǴໆ߄ቫय़Ϸ܄Չၸ
ᄬБำኳ่܄ǴΏ௦ҔጕޑႣය܌ޣزᚒࢂցӵচӃࣴޑх֖܌߄Ӛቫय़Ϸ
ኬኬܜӢન่ᄬࢂցૈᆶޑໆ߄زԄ೬ᡏ )ӵ LISREL ǵAMOS *уаᡍǴа
ҁଛǴԜᅿӢનϩǴᆀϐࣁᡍԄӢનϩǶ )ֆܴໜǴ 2007 *! ዴᇡำׇϩ܄ಃѤ!ᜢᗖၯᏨࠔ፦ឦ
ዴᇡࢂҗՉȨঅ҅ IPA ȩำׇ (Deng, 2007) ٰуаֹ܄ᜢᗖၯᏨࠔ፦ឦ !!
ҢǺ܌ᡯǴӵΠϐբݤϩࣁΟঁڗख़ाࡋᕇ܄ύᗦځǶޑԋ
ᙯඤǶޑԾฅჹኧ܄ᡯǺஒӚၯᏨࠔ፦ឦ
ᡏ៝࠼ᅈཀࡋ (OCS) ࣁӭϡ࣬ᜢኳԄϐᡂໆǶکᕮਏԾฅჹኧۓᡯΒǺ
ᡯΟǺճҔୃ࣬ᜢϩݤٰᕇளӚၯᏨࠔ፦ᆶᡏ៝࠼ᅈཀࡋ໔ϐୃ࣬ᜢ߯
ኧ๊ჹॶǶԶԜୃ࣬ᜢ߯ኧ๊ჹॶ൩ࢂ၀ၯᏨࠔ፦ឦ܄ϐᗦ܄ख़ाࡋǶ
ᡯ (Deng, 2007) Ǻঅ҅ IPA ำׇхࡴϖঁ !!
Ƕୢޑᡯࢂࡐத٬ҔፓݤӧԜڔǴୢޕޑ܄ᡯǺԏ៝࠼ჹᕮਏឦ
ᡏ៝࠼ᅈཀࡋǶک܄Ҕٰፓᕮਏឦڔ
ख़ाࡋǶ܄ϐᗦ܄БݤٰᕇளӚឦޑᡯΒǺၸՉԾฅჹኧୃ࣬ᜢ
ύЈጕǴჄррືٿᕴѳ֡ॶࣁ܄ᕮਏឦکख़ाࡋᕴѳ֡ॶ܄ᡯΟǺճҔᗦ
ѤБϐΒᆢંତǶڀ
ᛤᇙӧΒᆢંତკǶ܄Ԗឦ܌ᡯѤǺஒ
26
ӵკ 2) Ƕ) ܄ߡࢂᜢᗖឦ܄ᡯϖǺပӧБ IV(ଯख़ाࡋǵեᕮਏ )ϐၯᏨࠔ፦ឦ
ॶڙϐჴሞག܄ஒၯ࠼ᅈཀࡋឦځගঅ҅ IPA ϩύǴ܌ (ӧ Deng (2007 !!
ύǴ߾ࢂஒၯ࠼ᅈཀࡋϐᜢᗖزҁࣴܭख़ाࡋࣁ Y ືǶԶ܄ࣁ X ືǴԶᗦ
ॶ (ࠔ፦ᕮڙϐჴሞག܄ǴࡺၯᏨࠔ፦ឦ܄ᙯࣁၯᏨࠔ፦ϐᜢᗖឦ܄ឦ
ਏ)ࣁ X ືǴԶၯᏨࠔ፦ឦ܄ϐᗦ܄ख़ाࡋࣁ Y ືǶ
27
!ϩزಃѤക!ࣴ
ϩǴբԑӧᆒᙁໆ߄ୢ٠ዴᇡ҅Ԅໆ߄ϐߞزӧໆ߄ᆒᙁᆶዴᇡࣴ !!!!
ϩکࡋǵࡌᄬਏࡋǵԏᔙਏࡋ 0ձਏࡋǶ Cronbach’s Alpha !ߞࡋϩǵҞᕴ
Ӣનϩ )Exploraatory Factor Analysis; EFA *ǵ܄ਏݤǵ܄ǵϣठ
٬ҔϐϩБݤǶᆒᙁໆ߄ϩၸ܌زᡍԄӢનϩ (CFA) ǵঅ҅ IPA ࣁҁࣴ
! ำύǴऩໆ߄Һୢ಄ӝΠӈ٣Ǵ߾уаմନǺ
ܭҞᕴӝ࣬ᜢ߯ኧλޑϩΠǴໆ߄Һୢک ǵ ! Ҟᕴ
1/46)Parasuraman et al., 1988 *Ƕ!
!҂ၲᡉ )p ɩ 0.05 *ǶۓਏϩΠǴໆ߄Һୢཱུᆄಔ T ᔠ܄Βǵ !ϣठ
ԋҽǴЪࣣޑаঁٿӢનॄໆၠޑӢનϩΠǴໆ߄Һୢ܄Οǵ !
λܭ 0.55(Hair, 1998 *Ƕ! ಃ!ໆ߄߃ዺႣ၂ϩ!
ϩǴԌନ 60 ܫਔ໔ࣁ 2010 ԃ 3 ДԿ 4 ДǴӅीวܫวڔϐႣԄୢزҁࣴ !!!!
ࣁ 52 ҽǴӣԏڔҽǴჴሞԖਏӣԏୢ 8 ڔࢂ༤เόֹϐคਏୢ܈ӕ༤เ
ࣁ 87%Ƕ!
ҽՉ Cronbach’s α ॶߞࡋϩǴዴᇡໆ߄ 52 ڔ२ӃଞჹႣ၂ӣԏԖਏୢ !!!!
ୢ α!ॶࣁ 0.963Ǵ܄Ƕϩ่݀ᡉҢǴၯᏨࠔ፦ឦ܄ϣठޑԖଯࡋڀ߃ዺ
!٠ၲଯߞࡋำࡋ (Nunnally, 1978) Ƕ 0.7 ܭε
Ǵᆒᙁໆ߄߃ዺ٠ዴᇡ҅Ԅۓϩᆶཱུᆄಔ T ᔠکՉҞᕴزௗҁࣴ !!!!
ୢࣁ 26 Ƕڔໆ߄Ƕၸϩ่݀วǴ٠คҺՖୢሡाմନǶӢԜ҅Ԅୢ
!ϩኧᏵӵ߄ 4Ƕځ
!
!
28
߄ 4!!
!ϐ่݀ۓϩᆶཱུᆄಔ T ᔠکၯᏨࠔ፦ໆ߄Ⴃ၂Ҟᕴ ! ܄ਏ܄ϩ ! ϣठکҞᕴ !
!*p( ۓᚒဦ! Ҟᕴӝ࣬ᜢ߯ኧ ! մନҁҞࡕϐߞࡋ ! ཱུᆄಔᔠ 1. 0.590 0.962 0.001 2. 0.394 0.964 0.000 3. 0.764 0.961 0.000 4. 0.619 0.962 0.000 5. 0.803 0.961 0.000 6. 0.808 0.960 0.000 7. 0.828 0.960 0.000 8. 0.836 0.960 0.000 9. 0.610 0.962 0.000 10. 0.378 0.964 0.002 11. 0.569 0.963 0.002 12. 0.596 0.962 0.001 13. 0.631 0.962 0.000 14. 0.747 0.961 0.000 15. 0.841 0.960 0.000 16. 0.729 0.961 0.000 17. 0.733 0.961 0.000 18. 0.810 0.960 0.000 19. 0.821 0.960 0.000 20. 0.666 0.962 0.000 21. 0.427 0.963 0.000 22. 0.690 0.962 0.000 23. 0.578 0.963 0.000 24. 0.836 0.960 0.000 25. 0.820 0.960 0.000 26. 0.800 0.961 0.000 !
!
!
!
29
ಃΒ!ኬҁ่ᄬϩ!
ਔ໔ࣁ 2010ܫวڔჹຝǴ҅ԄୢزаѠᢀӀЃγམ४ϐၯ࠼ࣁࣴزҁࣴ !!!!
ڔύԖਏୢځǴڔǴനࡕӣԏϐ 285 ҽୢڔҽୢ 300 ܫԃ 4 ДԿ 6 ДǴᕴीว
ࣁ 23 ҽǴԖਏӣԏࣁ 91.9%ǶஒԖਏኬҁϐ୷ҁၗϩڔࣁ 262 ҽǴคਏୢ
ӵ߄ 5 ܌ҢǶ !
ࣁ 48.9%ǶӧԃសБय़Ǵа 30~34܄تӭǴࣁ 51.1%ǹۚ܄ύǴаζޣ၂ڙ !!!!
ԛࣁ 25~29 ྃ՞ 19.8%Ƕ௲ػำࡋаεᏢۚӭǴ՞ 58.4%ǶځനӭǴ՞ 24.8%ǹྃ
୯ᝤаѦᝤၯ࠼ۚӭǴࣁ 61.5%ǹҁ୯ၯ࠼ࣁ 37.8%Ƕၗૻٰྍа۫ۚӭǴ՞
!ԛࣁᆛઠǴ՞ 27.1%Ƕुᖼᆅၰа۫ᘕѠനӭǴࣁ 41.6%ǹځ41.2%ǹ
ԛ՞ 35.5%Ƕٿԛམ४ځࣁ 27.1%Ƕམ४ԛኧаԛۚӭǴ՞ 43.1%ǹޗԛࣁਓՉځ ! ߄ 5!!
Ԗਏኬҁϐ୷ҁၗϩ ! Ҟ ! Γኧ! ԭϩК&! Ҟ ! Γኧ! ԭϩК&! ୯! Ѧᝤ ! 161 61.5 48.9 128 !ت !܄ ձ! ζ! 134 51.1 ᝤ! ҁ୯! 99 37.8 аΠ 2 0.8 ۫ ! 108 41.2ྃ 20 20~24 ྃ 40 15.3 ਓՉޗ! 44 16.8 ၗ! 25~29 ྃ 52 19.8 ᆛઠ ! 71 27.1 ૻ! ԃ! 30~34 ྃ 65 24.8 ਓၯ୍ܺύЈ ! 19 7.3 !ٰ ស! 35~39 ྃ 51 19.5 ࠹Ў࠹! 7 2.7 ྍ! 40~49 ྃ 37 14.1 ൔകᚇᇞ ! 5 1.9 д! 8 3.1ځ 3.8 10 ྃ 59~50 а 5 1.9 ӵ! ۫ᘕѠ ! 109 41.6ྃ 60 ୯λаΠ ! 4 1.5 Ֆ! ਓՉޗ! 71 27.1 ௲! ୯)߃*ύ! 10 3.8 ु! ᆛઠ ! 63 24 !ػ д! 19 7.3ځ !ଯύ )ᙍ*! 49 18.7 ᖼ ำ! εᏢ )*! 153 58.4 མ! ԛ! 113 43.1 ࡋ ԛ! 93 35.5ٿ !а ! 46 17.6 ४܌زࣴ ԛ! Οԛ! 39 14.9 ኧ! Ѥԛа ! 17 6.5
30
! ಃΟ!ໆ߄ᆒᙁᆶዴᇡ
ኧӅ 262 ҽǴ٠٩ԜኬҁՉໆ߄ᆒᙁᆶዴᇡբڔԜ໘ࢤჴሞԖਏӣԏୢ !!!!
ǵԄӢનϩݤՉၯᏨࠔ፦ۓϩǵཱུᆄಔ T ᔠکаҞᕴزǶҁࣴ
ໆ߄ϐᆒᙁπբǶ !
!
!่݀ۓϩᆶཱུᆄಔ T ᔠکǵҞᕴ
Ƕၸϩ่ۓϩᆶཱུᆄಔ T ᔠکՉҞᕴڔଞჹ 262 ҽӣԏԖਏୢ !!!!
!วǴ٠คҺՖୢሡाմନǴӵ߄ 6!Ƕ݀
!
߄ 6!!
!ϐ่݀ۓϩᆶཱུᆄಔ T ᔠکၯᏨࠔ፦ໆ߄Ҟᕴ ! ܄ਏ܄ϩ ! ϣठکҞᕴ ! !*q( ۓᚒဦ! Ҟᕴӝ࣬ᜢ߯ኧ ! մନҁҞࡕϐߞࡋ ! ཱུᆄಔᔠ 1. 0.680 0.970 0.000 2. 0.550 0.971 0.000 3. 0.696 0.970 0.000 4. 0.639 0.970 0.000 5. 0.788 0.969 0.000 6. 0.722 0.970 0.000 7. 0.748 0.969 0.000 8. 0.788 0.969 0.000 9. 0.648 0.970 0.000 10. 0.611 0.970 0.000 11. 0.687 0.970 0.000 12. 0.715 0.970 0.000 13. 0.752 0.969 0.000 14. 0.784 0.969 0.000 15. 0.814 0.969 0.000 16. 0.817 0.969 0.000 17. 0.743 0.969 0.000
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߄ 6 (ុ)! 18.! 0.773 ! 0.969 ! 0.000 ! 19.! 0.813 ! 0.969 ! 0.000 ! 20.! 0.741 ! 0.969 ! 0.000 ! 21.! 0.660 ! 0.970 ! 0.000 ! 22.! 0.756 ! 0.969 ! 0.000 ! 23.! 0.731 ! 0.970 ! 0.000 ! 24.! 0.821 ! 0.969 ! 0.000 ! 25.! 0.850 ! 0.969 ! 0.000 ! 26.! 0.826 ! 0.969 ! 0.000 ! !
ΒǵԄӢનϩ่݀!
زၗǴҁࣴڔໆ߄ᆒᙁࡕϐ 26 ᚒୢۓϩᆶཱུᆄಔ U ᔠکଞჹҞᕴ !!!!
ၸำ௦ڗՉԄӢનϩٰᆒᙁໆ߄ᆶዴᇡࡌᄬਏࡋǶၯᏨࠔ፦ᄬय़Ӣનᒧ
1ǵӢન ܭቻॶεځڗҔЬԋϩϩݤ (Principle Component Analysis, PCA) Ϸ
ҬᙯືٰӢનϐှញǴޔচ߾Ǵӆаനεᡂ౦ݤ(Varimax) բޑ 0.5 ܭໆεॄ
! рӅӕӢનǶڗ
ኧໆ (KMO) ॶࣁ܄ኬܜޑр 3 ঁԋϩǴЪໆ߄ڗၯᏨࠔ፦ໆ߄Ӆ !!!!
0.967 ǶਥᏵ Kaiser (1974) ᢀᗺǴՉӢનϩϐද೯ޑྗ߾ԿϿӧ 0.6 аǶ p = .000 < 0.5 *ǴၲᡉНྗǴ߄Ң҆)5657.874 ܭ³ॶ͞ޑۓԶ Bartlett !ౚᔠ
ဂᡏޑ࣬ᜢંତӸԖӅӕӢનǴӝՉӢનϩǶԜѦǴಕᑈှញᡂ౦ໆࣁ
ࡌᄬਏࡋࣁؼӳ (Kaiser, 1974) Ƕၸϩ่݀วǴ٠คҺՖڔ67.189%Ǵࡺୢ
ୢሡाմନǶӢનϩ่݀ӵ߄ 7 ܌ҢǶ !
!
!
!
!
!
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߄ 7!!
ၯᏨࠔ፦ໆ߄Ӣનϩ ! ᚒဦ! ԋҽ 1! ԋҽ 2! ԋҽ 3! ಕᑈှញᡂ౦ໆ&! 18 0.789 7 0.774 5 0.726 6 0.722 19 0.675 26 0.674 17 0.674 8 0.665 37.701 4 0.660 15 0.654 14 0.644 16 0.636 3 0.626 25 0.619 24 0.593 9 0.751 21 0.720 1 0.717 20 0.670 51.939 22 0.610 23 0.539 2 0.523 10 0.782 11 0.720 67.189 13 0.584 12 0.579 Οǵໆ߄ዴᇡϩ !
! ճҔᡍԄӢનϩݤǵߞࡋϩٰՉໆ߄ϐዴᇡϩǴ၁ಒϩӵΠǶ !!!!
()ਏࡋϩ !
Ўᆶ୷ᘵፕٰीໆ߄ୢ߃ዺǴӕਔၸขᗺزਥᏵ࣬ᜢࣴزҁࣴ !!!!
ഢڀǴֹԋୢϣϐঅ҅Ƕࡺໆ߄ـᕇཀ܌ᆶႣ၂ـϐቩཀޣიᡏৎᏢ
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ၮҔ LISREL ೬ᡏՉ่ᄬБำኳԄϩǴزำࡋϐϣਏࡋǶќѦǴҁࣴۓ
ԏᔙਏࡋ 0ձਏࡋǶϩ่݀ӵ 8ǶᗨฅځᡍԄӢનϩ٠ዴᇡޑԋໆ߄ֹ
! НྗϐጄൎϣǶڙёௗܭϩࡰॶ҂಄ӝղᘐॶǴՠᗋࢂပ
߄ 8
ၯᏨࠔ፦ᡍԄӢનϩ่݀! ьБᔠᡍ ! ࡰӜᆀ! ჴሞॶ ! ղᘐॶ! χ² test P =0.0 P > 0.05 ଛࡋࡰ! GFI 1/92! ?!/:1! AGFI 1/89! ?!/:1! ඹж܄ࡰ! CFI 1/:9! ?!/:6! CN 235/54! ?!311! ූৡϩ ! SRMR 1/155! =!1/19! !
(Β)ߞࡋϩ !
ԖؼӳڀၮҔ SPSS ೬ᡏՉ Cronbac h’s α ߞࡋϩǴаዴᇡໆ߄زҁࣴ !!!!
ϐϣठ܄Ƕϩ่݀ӵ߄ 9Ƕ
߄ 9!!
ၯᏨࠔ፦ໆ߄ߞࡋϩ ! ᚒኧໆ ! ኬҁኧ ! Cronbach’s Alpha ! 26 266 0.971 !
ၯᏨࠔ፦ໆ߄ᆒᙁᆶዴᇡ่݀ᡉҢǴໆ߄ୢࣁ 26 ᚒǴᡏߞࡋଯࡋؼӳǴ !!
!НྗǶڙϣਏࡋคቾǴԏᔙਏࡋ 0ձਏࡋҭၲёௗ
!!!! ӢԜǴനಖѠᢀӀЃγၯᏨࠔ፦ໆ߄ࣁ 26 ᚒၯᏨࠔ፦ୢᆶ 2 ᚒᡏၯ
! ΒǶޑҞزᏨࠔ፦ୢǴջၲԋࣴ
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!ಃѤ!ၯᏨࠔ፦ݩϩ
ำڙॊीϐၗᡉҢǴѠᢀӀЃγϐҞၯ࠼ၯᏨࠔ፦ᡏག௶ڔୢ !!!!
ȨัࣁᅈཀȩᆶܭϟڙၯᏨࠔ፦ᡏགځϐ໔Ǵ߄Ң 6.29 ~ 5.97 ܭࡋѳ֡ॶϟ
ȩǵޑᔼၮਔ໔ࢂБߡޗᡉҢȨਓՉ่݀زѸाǶࣴޑȨᅈཀȩ໔ǴࡺᗋԖගϲ
ᎯᎭޑ߄ၲૈΚȩǵȨљᐒᏱԖؼӳقȩǵȨᏤၯؼӳᇟޑȨЃγϣࢂଳృǵዅ
୍ܺȩǵȨૈа៝࠼ճࣁᓬӃԵໆȩᆶȨૈਔਔЬᜢᚶၯ࠼ȩǴࣁҞၯ࠼ག
! Ƕ܄ำࡋനଯϐϖឦڙ
!
߄ 10 !!
௶ॊी߄! ! ၯᏨࠔ፦ᚒ ! ঁኧ ! നλॶ ! നεॶ! ѳ֡ॶ ! ྗৡ 1. ௗଌ୍ܺૈϷਔၲԋǶ 262 2 7 5.97 0.85 2. ྗਔၲԋ܍ᒍޑਓၯՉำǶ 262 2 7 6.13 0.80 3. ҅ዴइᒵၯ࠼ϐुᖼၗǶ 262 4 7 6.01 0.81 4. ु౻ϷбීБԄࢂߡճޑǶ 262 3 7 6.14 0.80 5. ਓՉޗᔼၮਔ໔ࢂБߡޑǶ 262 2 7 6.20 0.85 Ƕ 262 3 7 6.02 0.89ೲᕇள࣬ᜢ୍ܺाِૈ .6 7. Ꮴၯཀᔅշၯ࠼Ƕ 262 3 7 6.15 0.83 8. ೀၯ࠼ୢᚒૈΚǶ 262 4 7 6.16 0.79 9. ЃγϣࢂଳృǵዅޑǶ 262 2 7 6.25 0.77 10. ЃγϣྕࡋࢂޑǶ 262 4 7 6.10 0.74 11.Ᏹᆶዅϐሺ߄Ƕ 262 4 7 6.11 0.75 12.ЃγӼӄࢂคቾޑǶ 262 3 7 6.07 0.80 13.Ѓγϣഢᆶ୍ܺૈଛӝǶ 262 3 7 6.18 0.86 ߄ၲૈΚǶ 262 3 7 6.20 0.81قᏤၯؼӳᇟ.14 15.ᏤၯᏱԖೢҺགǶ 262 2 7 6.11 0.95 16.Ꮴၯࢂ϶๓ޑǶ 262 2 7 6.15 0.86 ᏤၯؼӳᏤំှᇥૈΚǶ 262 2 7 6.02 1.07.17 ΚǶ 262 2 7 6.06 0.97ૈکᏤၯᏱԖიᡏ໔ፓ.18 ӼӄᆶӼЈǶ 262 3 7 6.03 0.96ډၯำύǴૈག.19 ᄊࡋǶ 262 2 7 6.16 0.84ޑљᐒᏱԖؼӳ.20 ᎯᎭ୍ܺǶ 262 2 7 6.24 0.83ޑљᐒᏱԖؼӳ.21
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߄ 10 (ុ)! ! Ƕ! 262 ! 3! 7! 6.11 ! 0.83ሡךௗଌ୍ܺՉำ಄ӝ.22 ! Ƕ! 262 ! 2! 7! 6.06 ! 0.95ሡޑךਓၯՉำૈ಄ӝ.23 ! Ƕ! 262 ! 2! 7! 6.11 ! 0.82Αှၯ࠼ঁΓϯϐሡૈ.24 25.ૈа៝࠼ճࣁᓬӃԵໆǶ ! 262 ! 2! 7! 6.29 ! 0.82 ! 26.ૈਔਔЬᜢᚶၯ࠼Ƕ ! 262 ! 3! 7! 6.23 ! 0.81 ! ! ಃϖ!ᜢᗖၯᏨࠔ፦ឦ܄ϐዴᇡ!
ϐբݤՉѠᢀӀЃγϐᜢ܄٩ಃΟകಃѤϐᜢᗖၯᏨࠔ፦ឦزҁࣴ !!
ॶԾฅჹኧᙯඤǴӆڙག܄ዴᇡπբǶ२ӃஒӚၯᏨࠔ፦ឦ܄ᗖၯᏨࠔ፦ឦ
ॶϐୃ࣬ڙॶᆶᡏၯᏨࠔ፦གڙག܄ճҔୃ࣬ᜢϩݤٰᕇளӚၯᏨࠔ፦ឦ
ᜢ߯ኧ๊ჹ㨭ǴӆஒԜୃ࣬ᜢ߯ኧ๊ჹ㨭ຎࣁ IPA ϩύޑख़ाࡋǶԶӚၯᏨ
ᕮਏ߄(߄ 11)ǶќѦǴӚၯᏨࠔޑॶϐѳ֡ॶຎࣁ IPA ϩύڙག܄ࠔ፦ឦ
ື ॶϐᕴѳ֡բࣁ IPA ϩંତკ Xڙ࣬ᜢ߯ኧ๊ჹॶϐᕴѳ֡ᆶགୃ܄፦ឦ
ᆶ Y ືϐύЈጕǶനࡕ IPA ϩંତკӵკ 3 ܌ҢǶ
!
߄ 11!!
! ϐѳ֡ॶᆶୃ࣬ᜢ߯ኧ܄ӚၯᏨࠔ፦ឦ ၯᏨࠔ፦ᚒ! ୃ࣬ᜢ߯ኧ! !ѳ֡ኧ ๊ჹॶ! 1. ჹၯ࠼܌܍ᒍޑௗଌ୍ܺૈϷਔၲԋǶ 5.97 0.007 2. ૈྗਔၲԋ܌܍ᒍޑਓၯՉำǶ 6.13 0.148 3. ૈ҅ዴइᒵၯ࠼ϐुᖼਓၯ࣬ᜢၗ 6.01 0.019 )ǶуიӜǵҔߎᚐǵঁΓၗૻǵਸሡୖ) 4. ु౻ϷбීБԄࢂߡճޑǶ 6.14 0.061 5. ਓՉޗᔼၮਔ໔ࢂБߡޑǶ 6.2 0.08 Ƕ 6.02 0.024ၯ࠼ૈِೲᕇளਓၯ࣬ᜢ୍ܺा .6 7. Ꮴၯཀᔅշၯ࠼Ƕ 6.15 0.076 Ԗೀၯ࠼ୢᚒϐૈΚǶ 6.16 0.05ڀ࣬ᜢ୍ܺΓ .8 9. ЃγϣࢂଳృǵዅޑǶ 6.25 0.004
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߄ 11 (ុ) 10. ЃγϣྕࡋࢂޑǶ ! 6.1 ! 0.057 ! 11.Ᏹᆶዅϐሺ߄Ƕ ! 6.11 ! 0.079 ! 12.ЃγӼӄࢂคቾޑǶ ! 6.07 ! 0.045 ! 13.Ѓγϣഢᆶ୍ܺૈଛӝǶ ! 6.18 ! 0.055 ! ! ߄ၲૈΚǶ! 6.23 ! 0.028قᏤၯؼӳᇟ.14 15.ᏤၯᏱԖೢҺགǶ ! 6.11 ! 0.033 ! 16.Ꮴၯࢂ϶๓ޑǶ ! 6.15 ! 0.08 ! ! ᏤၯؼӳᏤំှᇥૈΚǶ! 6.02 ! 0.109.17 ! ΚǶ! 6.06 ! 0.022ૈکᏤၯᏱԖიᡏ໔ፓ.18 ! ӼӄᆶӼЈǶ ! 6.03 ! 0.076ډၯำύǴૈག.19 ! ᄊࡋǶ ! 6.2 ! 0.046ޑљᐒᏱԖؼӳ.20 ! ᎯᎭ୍ܺǶ! 6.16 ! 0.123ޑљᐒᏱԖؼӳ.21 ! Ƕ! 6.24 ! 0.041ሡךௗଌ୍ܺՉำ಄ӝ.22 ! Ƕ! 6.11 ! 0.027ሡޑךਓၯՉำૈ಄ӝ.23 ! Ƕ! 6.06 ! 0.099Αှၯ࠼ঁΓϯϐሡૈ.24 25.ૈа៝࠼ճࣁᓬӃԵໆǶ ! 6.11 ! 0.33 ! 26.ૈਔਔЬᜢᚶၯ࠼Ƕ ! 6.29 ! 0.15 ! ! ᕴѳ֡ॶ ! 6.125 ! 0.07188 ! ѳ֡ॶܭ࣬ᜢ߯ኧ๊ჹॶଯୃ܈ܭኧॶѳ֡ॶեڙຏ;ቹҽж߄ག
!
җკ 3 ᡉҢǴȨ 11.Ᏹᆶዅϐሺ߄ǶȩǵȨ17.ᏤၯؼӳᏤំှᇥૈ !!!!
ǶȩǵӼӄᆶӼЈǶȩǵȨ 24.ૈΑှၯ࠼ঁΓϯϐሡډΚǶȩǵȨ19.ၯำύǴૈག
ಃѤБϣǴࡺޑࡋڙଯख़ाࡋᆶեགܭȨ25.ૈа៝࠼ճࣁᓬӃԵໆǶȩǴပ
!Ǵҥջமϯׯ๓Ƕ܄Ԝ 5 ࣁѠᢀӀЃγϐᜢᗖၯᏨࠔ፦ឦ
!! ԜѦǴȨ 2. ૈྗਔၲԋ܌܍ᒍޑਓၯՉำǶȩǵȨ 5. ਓՉޗᔼၮਔ໔ࢂБߡ
ޑǶȩǵȨ 21.љᐒᏱԖؼӳޑǶȩǵȨ 7. Ꮴၯཀᔅշၯ࠼ǶȩǵȨ 16.Ꮴၯࢂ϶๓ޑ
ಃБޑࡋڙଯख़ाࡋᆶଯགܭᎯᎭ୍ܺǶȩǵȨ 26.ૈਔਔЬᜢᚶၯ࠼ǶȩǴပ
܌ᐒޑϣǴࣁᓬ༈ߥ)Keep Up the Good Work *Ǵж߄ᆢᝡݾᓬ༈
ԖೀڀǶȩǵȨ 8. ࣬ᜢ୍ܺΓޑӧǴᔈϒаߥǹȨ4. ु౻ϷбීБԄࢂߡճ
ၯ࠼ୢᚒϐૈΚǶȩǵȨ 9. ЃγϣࢂଳృǵዅޑǶȩǵȨ 13.Ѓγϣഢᆶ୍ܺૈ
37
ಃΒБޑࡋڙեख़ाࡋᆶଯགܭ߄ၲૈΚǶȩǴပقଛӝǶȩǵȨ 14.Ꮴၯؼӳᇟ
၀٤ၯᏨܭϣǴࣁёૈၸࡋख़ຎ)Possible Overkill *Ǵж߄ёૈΕၸӭၗྍ
ឦ܄Ǵനӳૈख़ཥԵቾၗྍϐϩଛǹȨ1. ჹၯ࠼܌܍ᒍޑௗଌ୍ܺૈϷਔၲ
ԋǶȩǵȨ 3. ૈ҅ዴइᒵၯ࠼ϐुᖼਓၯ࣬ᜢၗǶȩǵȨ 6. ၯ࠼ૈِೲᕇளਓၯ࣬
.ǶȩǵȨ 15ޑǶȩǵȨ 12.ЃγӼӄࢂคቾޑǶȩǵȨ 10. Ѓγϣྕࡋࢂᜢ୍ܺा
ךΚǶȩǵȨ 23.ਓၯՉำૈ಄ӝૈکᏤၯᏱԖೢҺགǶȩǵȨ 18.ᏤၯᏱԖიᡏ໔ፓ
ಃΟБϣǴࣁեᓬӃׯ๓)Lowޑࡋڙեख़ाࡋᆶեགܭǶȩǴပሡޑ
!Priority *Ǵж߄คሡӆΕၸӭոΚᆶၗྍǶ
!
! კ 3!ѠᢀӀЃγϐख़ाࡋᕮਏϩંତკ !
38
ಃϖക!่ፕᆶϩ!
ჹຝǴ٠аܿчزаԃϣམ४ѠᢀӀЃγՉਓၯϐၯ࠼ࣁࣴزҁࣴ !!
ፓݤՉѠᢀӀЃγਓၯၯᏨࠔ፦ϐڔጄൎǴၮҔୢزᆶΐҽࣁࣴ۞ੇف
ᡉҢǴ่݀زǶਥᏵࣴ܄ǴӕਔΨၮҔঅ҅ IPA ዴᇡрᜢᗖၯᏨࠔ፦ឦزፓࣴ
ȨัࣁᅈཀȩᆶȨᅈཀȩܭำࡋҞϟڙѠᢀӀЃγਓၯϐၯᏨࠔ፦ᡏག
໔ǴࡺᗋԖගܹޑѸाǶԶനԖਏϐၯᏨࠔ፦ගܹБӛǴ൩ࢂϞၯ࠼
ዴᇡϐϖᜢᗖၯ܌زǴΨ൩ࢂҁࣴ܄ຎࣁଯࡋख़ाՠᕮਏ߄ό٫ϐࠔ፦ឦ
ޑǺǵ࣬ᜢ୍ܺΓᏱᆶዅϐሺ߄ǹΒǵᏤၯᏱԖؼӳ܄Ꮸࠔ፦ឦ
ӼӄᆶӼЈǹѤǵૈΑှၯ࠼ঁډਓၯՉำύǴૈགܭᏤំှᇥૈΚǹΟǵ
Ƕޑҥջׯ๓மϯޣǹϖǵૈа៝࠼ճࣁᓬӃԵໆǴࢂሡाΓϯϐሡ
ჹᔈׯ๓ࡼࡌǴځϩձගрزǴҁࣴ܄ଞჹॊϖᜢᗖၯᏨࠔ፦ឦ !!!!
ӧᔼୖԵǶӧȨ࣬ᜢ୍ܺΓᏱᆶዅϐሺ߄ȩБय़Ǵޣᔼٮаග
࣬ᜢ୍ܺΓऀ٠ҥܺးሺྗǹӧȨᏤၯᏱԖᏤំٮܺڋёी
ှᇥૈΚȩǴᔈᙖҗӧᙍ૽ግБԄуமᏤၯϐᏤំှᇥૈΚǹӧȨܭਓၯՉำύǴ
ᡍϟಏǵЃγًݩޣӼӄᆶӼЈȩБय़ǴёቚуՉၡጕᇥܴǵᎯᎭډགૈ
ȩӼӄᆶӼЈǹӧȨૈΑှၯ࠼ঁΓϯϐሡډൔǵӼӄࡼϟಏǴᡣၯ࠼ག
ਔǴ୍ܺΓ (ਓՉ״ਓၯՉำ่ډۈБय़Ǵёவၯ࠼ᒧՉำਔǵਓၯՉำ໒
ޗΓǵᏤၯǵљᐒ )ᔈᒿਔவुᖼ࣬ᜢၗ܈ࢂಠϺၸำύΑှਓ࠼ၗૻ܈ঁ
ǹӧȨૈа៝࠼ճࣁᓬӃԵໆȩБٮΓϯ୍ܺϐගঁډᆶᅪୢǴٰၲΓሡ
ٮ٠ઠӧεϩၯ࠼ҥගεϩၯ࠼ሡىय़Ǵаόᖝᒲࣁচ߾Ǵᅰёૈᅈ
୍ܺǶ
ҽуаഋॊǴ२ӃӧᏢೌଅБय़Ǵҁٿϐଅёϩࣁزҁࣴܭനࡕᜢ !! !!
ǴගрϞѠᢀӀЃγਓز२ӃଞჹѠᢀӀЃγਓၯՉၯᏨࠔ፦ࣴزࣴ
܈ޣᔼٮၯϐၯᏨࠔ፦ݩǶӕਔҭࡌѠᢀӀЃγਓၯၯᏨࠔ፦ໆ߄Ǵ
39
ዴᇡрϖҥջமϯׯ๓ϐѠزԵ٬ҔǶԶӧჴ୍ଅБय़ǴҁࣴୖޣᏢ
ӧமϯၯᏨޣѠᢀӀЃγਓၯᔼٮǴаග܄ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ឦ
ࠔ፦ਔϐୖԵǴԶගϲѠਓၯࠔ፦Ƕ
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ୖԵЎ!
ύЎЎ!
1. Цഓऍ (2005 ԃ 6 Д 20 В)ǶѠᢀӀЃγ२ࡋ໒ዋ෫ǶᖄӝВൔǴE8 ހǶ
Ծڗ Ƕ2010 ԃ 5 Д 30 Вހ قѠᢀӀЃγ (2010) Ѡᢀ ӀЃγ੮ .2 http://www.taiwantourbus.com.tw/lang_zh-tw/guestbook.php?&page=3
Ծ ڗ Ƕ 2010 ԃ 8 Д 2 В ހ ق Ѡ ᢀ Ӏ Ѓ γ (2010) Ѡ ᢀӀ Ѓ γ ੮ .3 http://www.taiwantourbus.com.tw/lang_zh-tw/guestbook.php
Ծڗ ӾሦૐБਢՉीฝǶ2010 ԃ 2 Д 21 ВܘҬ೯(2009) ᢀӀ .4 http://admin.taiwan.net.tw/auser/b/%E8%A7%80%E5%85%89%E6%8B%94% E5%B0%96%E9%A0%98%E8%88%AA%E6%96%B9%E6%A1%88%E8%A 1%8C%E5%8B%95%E8%A8%88%E7%95%AB.pdf Ƕ
ԾڗҬ೯ᢀӀֽ(2009) ѠᢀӀЃγπբीฝǶ2010 ԃ 2 Д 21 В .5 http://www.taiwantourbus.com.tw/tour/images/file/e4c9165b3a8ffa030625b69d bd34e27e.doc
Ƕހ Ҭ೯ᢀӀֽ(2005 ԃ 07 Дဦ )ǶᢀӀၗૻДൔǴಃ 3 .6
Ƕހ Ҭ೯ᢀӀֽ(2008 ԃ 12 Дဦ ) ǶᢀӀၗૻДൔǴಃ 2 .7
Ƕހ Ҭ೯ᢀӀֽ(2009 ԃ 07 Дဦ ) ǶᢀӀၗૻДൔǴಃ 1 .8
Ƕހ Ҭ೯ᢀӀֽ(2009 ԃ 08 Дဦ ) ǶᢀӀၗૻДൔǴಃ 2 .9
Ƕހ Ҭ೯ᢀӀֽ(2009 ԃ 10 Дဦ ) ǶᢀӀၗૻДൔǴಃ 2 .10
Ƕހ Ҭ೯ᢀӀֽ(2009 ԃ 11 Дဦ ) ǶᢀӀၗૻДൔǴಃ 4 .11
Ƕހ Ҭ೯ᢀӀֽ(2010 ԃ 01 Дဦ ) ǶᢀӀၗૻДൔǴಃ 2 .12
Ƕހ Ҭ೯ᢀӀֽ(2010 ԃ 01 Дဦ ) ǶᢀӀၗૻДൔǴಃ 4 .13
Ƕހ Ҭ೯ᢀӀֽ(2010 ԃ 02 Дဦ ) ǶᢀӀၗૻДൔǴಃ 2 .14
41
Ƕ٥ϼᆅຑፕǴزԢက ѳ)3111* Ƕ௲Ꮲ୍ܺࠔ፦ᑽໆኳԄࡌᄬϷϩϐࣴ .15 6)2* Ǵ:6.226 Ƕ
ɡаѠᆶВҁϐიᡏးਓزЕᕐ )2006*Ƕሦ໗ӑຝᆅϐКၨࣴ .16 ! ᅺγǴѠчᑜǶسҥᇶϘεᏢᓓਓᆅᏢدϐᅺγፕЎǴހǶςрٯၯࣁ
ހीϩჴ୍ǶѠчѱǺϖࠄрڔֆܴໜ )2007 *ǶSPSS ᏹբᆶᔈҔ -ୢ .17 ޗǶ
Ƕςٯаᆘғᄊਓၯࣁ─ زֆၮӄ )2001*ǶᕉნᄊࡋᆶၯᏨᡏᡍᜢ߯ϐࣴ .18 Ǵਲ༜ᑜǶ ˤ܌زϐᅺγፕЎǴ୯ҥᡏػεᏢᡏػࣴހр
Ƕ҂рزֈߏ፥ )2005*ǶӦၯ࠼ਓၯᐒǵᅈཀࡋᆶख़ၯཀᜫϐࣴ .19 ǴကᑜǶ܌زҥࠄεᏢਓၯ٣ᆅࣴدϐᅺγፕЎǴހ
Ǵ 2(4) Ǵ51-53 ǶزǶΓᆶҶ໕ǺၯᏨণᏢǶЊѦၯᏨࣴ (1989) ےܴ .20
ख़ຎำࡋǵᅈཀࡋᆶख़ၯޑߙ݊ǵًԋጎ )2009 *Ƕၯ࠼ჹӦБቼࢲ .21 Ǵ 4 (1) Ǵ49-72 ǶزǶၮᆶၯᏨࣴٯаβࠤਯࣁ─ زཀᜫϐᜢ߯ࣴ
ϐᅺγހలӵ )2003*Ƕიᡏးਓၯ୍ܺࠔ፦ໆ߄ϐวᆶᡍǶςр .22 ǴѠчѱǶ܌زҥύ୯ЎϯεᏢᢀӀ٣ࣴدፕЎǴ
IPA ኳԄϐᔈҔǶಃ--- ز )2002 *ǶՋУᢀӀᝡݾΚϐࣴڼ؇ԋǵጰ .23 ΒۛᢀӀҶ໕ᄤᓓਓౢ҉ុᔼᏢೌࣴǴ୯ҥଯᓓਓᏢଣǶ
24. ݅Јᜩ )3118* ǶੇѦიᡏးਓၯѦ୍ܺࠔ፦ໆ߄ϐࡌᄬᆶᡍǶ҂р ǴཥԮѱǶ܌زҥύεᏢᔼᆅࣴدϐᅺγፕЎǴހ
ǶՉࡹଣၭزҶ໕ၭᔼᆅϐࣴܭۺ٩ߕཷ܌ኻဃᄪ )2004 *ǶᔈҔ .25 ൔ Ƕ(ൔጓဦǺ 93 ၭࣽ -1.6.3-زीฝࣴزࣴמΐΜΟԃࡋࣽہ ᇶ-#1(4))Ƕ
دϐᅺγፕЎǴހǶ҂рزਕኾ )2002 *ǶၯᏨፂᔐᆶၯ࠼ᡏᡍᜢ߯ϐࣴ݅ .26 ǴѠύᑜǶسεᏢᕉნπำᆶᆅמҥරࣽ
ǶѱᆶीฝǴ 10 Ǵ26-43 ǶزᒧၯᏨϐࣴޣਖԀ )1984 ȑǶၯᏨ݅ .27
دϐᅺγፕЎǴހǶςрزьࡌᄬϐࣴـ࣑ )2002*Ƕიᡏਓၯ៝࠼ཀ྆݅ .28 ǴѠчѱǶ܌زࣴسҥύ୯ЎϯεᏢᢀӀ٣Ꮲ
42
ϐറγހǶ҂рز໔ᜢ߯ϐࣴޕߠᒸ )1990 *ǶၯᏨၯᏨᐒᆶၯᏨᇡ .29 ǴѠчѱǶ܌زፕЎǴ୯ҥѠεᏢ༜᛬ࣴ
аᢀӀ࠼७ቚी- زᢀӀࡹϐࣴܭӝբኳԄدݥ )2006 *ǶၮҔϦےࡼ .30 ϐᅺγፕЎǴ୯ҥѠεᏢβЕހǶ҂рٯฝϐѠᢀӀЃγਢीฝࣁ ǴѠчѱǶ܌زπำᏢࣴ
ǶҬεزঞमǵचӼ)1996 *ǶᅈཀࡋኳԄࡌҥᆶᅈཀࡋᄬय़ዴᇡϐࣴ .31 ᆅຑፕǴ16 (1) Ǵ55-74 Ƕ
ᝩ)1996 *ˤਓՉፕᆶჴ୍ǴѠчǺඦඵЎϯ٣ިҽԖज़ϦљǶ .32
33. මᛏጎ)2007 *ˤიᡏးਓၯౢࠔޕ॥ᓀኳԄǶ҂рހϐᅺγፕЎǴ୯ ǴଯѱǶ܌εᏢՉᎍᆶࢬ೯ᆅמҥଯಃࣽ
Ƕزṅߎ(2007)Ƕሽᆶሦ໗୍ܺߥჹიᡏးਓၯౢࠔຑቹៜϐࣴ .34 ǴѠчѱǶ܌زҥύ୯ЎϯεᏢᢀӀ٣ࣴدϐᅺγፕЎǴހ҂р
ǶύξᆅຑፕǴ 8(1) Ǵ105-122 Ƕزશ)2000 *Ƕ୍ܺࠔ፦ຑኳԄϐКၨࣴ .35
36. 㪻ᆡǵഋᎩ⯨ )2009 *Ƕᆘၯ࠼ჹੌወࢲ୍ܺࠔ፦යఈᆶᅈཀࡋϐࣴ ǶᆵᡏػၮᆅᏢൔǴ 9Ǵ117-134 Ƕز
ϐറγፕЎǴހǶ҂рٯɡаහ݅ၯࣁز௴ؼ )1987 *ǶၯᏨࠔ፦ϐࣴ .37 ǴѠࠄѱǶ܌ز୯ҥԋфεᏢࡌᑐπำࣴ
ী )1995 *ǶSPSS For Windows ीϩǶѠчǺ݊კਜǶذಏᏌǵ݅ .38
ϐᡏᡍǵᅈཀࡋᆶ۸၈ࡋᜢ߯ϐޣྦྷ୷ )2006 *Ƕიᡏးਓၯ .39 ǴѠύᑜǶسεᏢππำᆶᆅמҥරࣽدϐᅺγፕЎǴހǶ҂рزࣴ
௦ख़- زҥဂ)2007 *ǶܿѠϼᎹሙ୯ৎ॥ඳၯᏨᐒᆶၯᏨᅈཀϐࣴ .40 ाɡ߄ำࡋϩݤϐᔈҔǶᇻܿᏢൔǴ 24 )1*Ǵ25-42 Ƕ
炻1)3*炻 زǶЊѦၯᏨࣴزᆶၯᏨᡏᡍϐࣴഋНྍ )1989 *ˤၯ࠼ၯᏨሡ .41 25-51 ˤ
аიᡏး- زਏᔈᜢ߯ϐࣴޣഋ҅)2007*Ƕሦ໗ᎶΚሦᏤᆶਓ࠼ϐଓᒿ .42 Ǵက܌زϐᅺγፕЎǴ୯ҥကεᏢҶ໕٣ᆅࣴހǶ҂рٯਓၯࣁ ѱǶ
43
ɡख़ाɡزዅ )2008 *Ƕҡߐࢲങᓓᅈཀࡋፓࣴٵഋ؊৸ǵ҅ችǵէ .43 Ǵ 2)2*Ǵ89-104 Ƕز߄ำࡋϩݤϐᔈҔǶᆅჴ୍ᆶፕࣴ
ǵֆቆࣿǵЦඵֻ )2004 *ǶᔈҔ IPA ӧҶ໕ၭ୍ܺࠔ፦ໆෳϐࣴةഋࠂ .44 Ǵ 5)2*Ǵ79-97 ǶزǶᕉნᆶᆅࣴٯаကၭࣁ─ز
ᔼᆅϐǶၮᆶၯᏨࣴވើ୯ሞูە֮୯ǵᎅ҅۸ )2008 *Ƕ .45 Ǵ 2)3*Ǵ50-64 Ƕز
۳εഌӚӦୱਓၯޣܿࡹǵᅽ )2007 *Ƕᆵიᡏਓၯ .46 ߎ༺ᢀӀਓၯҬࢬᄤᏢೌࣴǴߎߐǺ۞ٿǶ 2007 ੇزᐒϷཀᜫϐࣴ ߎߐ୯ৎϦ༜Ƕ
47. ਗ਼ )2005 *Ƕޣਓၯޕჹ GPT ౢࠔᇡޕሽॶϐቹៜǶςрހᅺγ ǴѠчѱǶ܌زҥύ୯ЎϯεᏢᢀӀҶ໕٣ᆅࣴدፕЎǴ
ǶޗހǴѠчǺᑣ݅рڂଏ่ (1989) ˤՋࢩণᏢᜏ .48
49. ற (2005 ԃ 4 Д 21 В)ǶᢀӀЃγၡጕ ᝊາǶ҇ғൔǴ B7 ހǶ
കǵᆢृ )2006 *Ƕၯ࠼ଷғࢲࠠᄊᆶၯᏨࢲୖᆶϐᜢ߯Ƕਓၯ .50 Ǵ 6)2*Ǵ203-215 Ƕزᆅࣴ
аѲᎹ— زཥோ)2005*ˤࠠЬᚒ༜୍ܺࠔ፦Ϸ៝࠼ᅈཀࡋϐࣴ .51 ҥࠄεᏢਓၯ٣ᆅᏢدϐᅺγፕЎǴހǶ҂рٯᒃНЬᚒ༜ࣁك ǴကᑜǶ܌زࣴ
༜ނɡаᅽξزමችǵܴᖃ)3119* Ƕၯ࠼ჹှᇥ୍ܺᜫбሽϐࣴ .52 !Ƕ жϯᏢтǴ5)5* Ǵ3:.5: Ƕٯ㵝
ǴزϐࣴޕᙣՉ)2005 *ǶΓ፦ǵӑຝᆅౣᒧᆶӑຝᆅౣླྀ .53 ҥᇶϘεᏢᆅدϐᅺγፕЎǴހǶςрٯаიᡏးਓၯύሦ໗ -იࣁ ǴѠчѱǶ܌زᏢࣴ
54. མ४ѠᢀӀЃγӄѠވ )3115 ԃ 21 Д 9 В*ǶᔮВൔǴ D3 ހǶ
ˤᆛ।൞ᡏಔӝჹቶਏ݀ϐቹៜ -аიᡏးਓၯՉำౢࠔ* 2004( ܃ጰݒ .55 ǴѠчѱǶ܌زҥύ୯ЎϯεᏢᢀӀ٣ࣴدϐᅺγፕЎǴހǶ҂рٯࣁ
ၰҶ໕ਏຑကȐ311: ȑǶ ϼѳξ୯ৎහ݅ၯԾฅדዐᛎҎǵླྀ .56 ! Ƕ311: ѠᢀӀӆрวᏢೌࣴǴѠчǺሎεᏢǶ زϐࣴ
44
аྷγიᡏးਓၯ─ زᐽ☰ )2006 *Ƕਓၯᐒǵᅈཀࡋᆶख़ၯཀᜫϐࣴ .57 ǴѠчѱǶ܌زҥШཥεᏢᢀӀᏢࣴدϐᅺγፕЎǴހǶ҂рٯࣁ
58. ᖴࡹᒑ)1989 *ǶҶ໕ࢲޑፕᆶჴሞǶѠчǺѴྰЎϯрހޗǶ
ϐᅺγፕЎǴހǶ҂рزӦၯᏨඳᢀᡏᡍຑኳԄϐࣴڵරࡹ )1992 *ˤ .59 ǴѠύѱǶ܌زҥҘεᏢࡌᑐϷѱीฝࣴد
ǵଭٰՋ٥ᆶѠϐᢀӀਓၯౢ ˤڵᛥང )2009 ԃ 9 Д 25 В*ˤభፋཥу .60 Ծڗԃ 5 Д 20 В 2010 iuuq;00qpmjdz/tuqj/psh/ux0fjq0joefy0ufdiepd`qbhf/ktq@hspvq>h13'om>D !
ϐᅺγހǶ҂рزণϘ )2006 *Ƕიᡏးਓၯύሦ໗ӑຝᆅਏ݀ϐࣴ .61 ǴѠчᑜǶ܌زࣴسҥᇶϘεᏢᓓਓᆅᏢدፕЎǴ
!
मЎЎ!
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ᒃངޑၯ࠼ாӳǺ ! ǴЬाࢂाٰՉȨ ѠᢀӀЃγਓၯڔፓୢޑ೭ࢂҽଞჹᢀӀЃγၯ࠼ ࣬ᜢགྷݤǴаᕇளϩޑȩǶᙖҗᐄှாჹᢀӀЃγزᜢᗖၯᏨࠔ፦ϐዴᇡࣴ ٰڙᢀӀЃγࣁගܹၯᏨࠔ፦ϐୖԵ٩ᏵǶፎா٩ঁΓჴሞགྷݤᆶགٮ่݀ ϐҔ٠௦όӜБԄǴ๊όჹѦϦ໒ǴࡺལፎزપឦᏢೌࣴڔǶҁୢڔ༤เୢ ! շᆶୖᆶǶڐޑӼЈբเǶനࡕǴ૱Јགᖴா ལઔ !!ѳӼ !!ЈǼ !!!!!!!!!!!!!!!!!!!!!!!!!!! ύεᏢ !! ᔼᆅ܌ ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! ࡰᏤ௲Ǻᎅᆢӂ ! ! ғǺᎄಹᑪ !! ལ!ز!ࣴ !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
൘ǵᡏၯᏨࠔ፦ୢ!!!!!!!!!!!!!ѠᢀӀЃγၡጕӜᆀǺ!``````````!
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ߕᒵ B!!
!*ހमЎ(ڔԄୢ҅
Dear tour bus tourist 烉 We are conducting an academic survey regarding your perception for recreation quality of Taiwanese tour bus tourism . Your comment is highly important to this academic survey research. The survey data will be treated with anonymity and confidentiality. Therefore, please feel ease on the answer of questionnaire. Thank you very much for your assistance. Graduate School of Business Administration Chung Hua University WEI-JAW DENG, Professor LI-CHEN CHENG, Graduate student The First Part 烉Perception of recreation quality Route 烉 ______After you have enjoyed with tour bus tourism, please circle the number that indicates the level of your perception of each statement Strongly Neutral Strongly Disagree agree Statement 1 2 3 4 5 6 7
1. Travel agency can provide pick-up and deliver ɍ ɍ ɍ ɍ ɍ ɍ ɍ service on time 2. Travel agency can provide the tourism route ɍ ɍ ɍ ɍ ɍ ɍ ɍ just like the purchase order had scheduled 3. Travel agency can keep all the tourist related records accur ately (Route ˣ Fees ˣ Personal ɍ ɍ ɍ ɍ ɍ ɍ ɍ information ˣSpecial needs, etc.) 4. Travel agency provide convenient ticket ɍ ɍ ɍ ɍ ɍ ɍ ɍ reservation and payment method 5. Travel agency has convenient opening hours ɍ ɍ ɍ ɍ ɍ ɍ ɍ 6. Tourist can receive prompt service speedily ɍ ɍ ɍ ɍ ɍ ɍ ɍ 7. Tour guide is always willing to help tourist ɍ ɍ ɍ ɍ ɍ ɍ ɍ 8. Travel agency and tour bus service employee ɍ ɍ ɍ ɍ ɍ ɍ ɍ have the ability for handling tourist’s problem ( NEXT PAGE )
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Strongly Neutral Strongly Disagree agree Statement 1 2 3 4 5 6 7 9. Tour bus is clean and tidy ɍ ɍ ɍ ɍ ɍ ɍ ɍ 10. Temperature in tour bus is comfortable ɍ ɍ ɍ ɍ ɍ ɍ ɍ 11. Appearance of tour bus service employee is ɍ ɍ ɍ ɍ ɍ ɍ ɍ professional and neat 12. Safety of tour bus is reliable ɍ ɍ ɍ ɍ ɍ ɍ ɍ 13. Equipments and facilities of tour bus can ɍ ɍ ɍ ɍ ɍ ɍ ɍ support with the provided services 14. Tour guide has a good presentation ability ɍ ɍ ɍ ɍ ɍ ɍ ɍ 15. Tour guide has strong responsibility about ɍ ɍ ɍ ɍ ɍ ɍ ɍ whole tourism service 16. Tour guide has strong courtesy and ɍ ɍ ɍ ɍ ɍ ɍ ɍ friendliness 17. Tour guide has a professional ability of ɍ ɍ ɍ ɍ ɍ ɍ ɍ tourism interpretation 18. Tour guide has an ability of coordination ɍ ɍ ɍ ɍ ɍ ɍ ɍ between groups 19. You can feel safe and ease during period of ɍ ɍ ɍ ɍ ɍ ɍ ɍ tourism 20. Tour bus driver has good service attitude ɍ ɍ ɍ ɍ ɍ ɍ ɍ 21. Tour bus driver has good driving skill ɍ ɍ ɍ ɍ ɍ ɍ ɍ 22. The schedule of pick-up and deliver service ɍ ɍ ɍ ɍ ɍ ɍ ɍ fit my requirement 23.The itinerary of tour bus tourism fit my ɍ ɍ ɍ ɍ ɍ ɍ ɍ requirement 24. Travel agency and tour guide understand the ɍ ɍ ɍ ɍ ɍ ɍ ɍ individual needs of tourists 25. Travel agency has the best interests of ɍ ɍ ɍ ɍ ɍ ɍ ɍ tourists at heart 26. Tour bus service employee pay attention on ɍ ɍ ɍ ɍ ɍ ɍ ɍ tourists
What is the overall tourist satisfaction level of ɍ ɍ ɍ ɍ ɍ ɍ ɍ your tour bus tourism?
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( NEXT PAGE ) The Second Part 烉Demographic information ( Please tick the appropriate box below)
1. Sex 烉 ɍMale ɍFemale
2. Age 烉 ɍbelow 19 ɍ20~24 ɍ25~29 ɍ30~34 ɍ35~39 ɍ40~49 !ɍ50~59 ɍover 60
3. Education background 烉 ______
4. Nationality 烉 ______
5. How did you know about the Tour Bus tourism 烉 ɍHotel □Travel agency ɍWebsite ɍVisitor information ɍDM ɍNewspapers and magazines ɍOther ______
6. What is the way that you made this tour bus tourism order 烉 ɍHotel ɍTravel agency ɍWebsite ɍOther ______
7. How many time that you had attend tour bus tourism before 烉 ɍZero ɍOne ɍTwo ɍThree ɍMore than four
Thanks for your kind assistance, again!
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