! ύ!๮!ε!Ꮲ! ! ! ᅺ!γ!ፕ!Ў! ! ! ! ! !زѠ᡼ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ዴᇡࣴ The Identification Study of Critical Leisure Quality Attributes for Taiwan Tour Bus Tourism! ! ! ! ! ! ! ! ! ! ! ! ! ! !܌!ز!ձǺ!࿶!ᔼ!ᆅ!౛!ࣴ!܌!س ! ! ! !ӜǺ!M09719047 !!ᎄ!ಹ!ᑪۉᏢဦ ! ! ! ! ! ! ࡰᏤ௲௤Ǻ!ᎅ!ᆢ!ӂ!! ௲!௤! !ប!! ୋ௲௤!ד!஭ ! ! ύ!! ๮!! ҇!! ୯!ΐΜΐ!ԃ!! Ζ!Д! ᄔ!ा! !!!! ᢀӀౢ཰ࢂϣሡࠠޑѦຩౢ཰Ǵࣁ 21 ШइѠ᡼࿶ᔮว৖ޑሦૐ܄୍ܺౢ ᢀӀਓၯ୍ܺౢࠔϐ΋Ǵޑ཰ǶѠ᡼ᢀӀЃγࢂ߈ԃٰҬ೯೽ᢀӀֽЬा௢୏ ਓၯᕉნǴаБߡ୯ϣѦਓ࠼ޑࡌ࿼ᔼ೷р϶๓ޑ಍س׆ఈ೸ၸѠ᡼ᢀӀЃγ ӧѠ᡼຾ՉుࡋਓၯǶࡺᢀӀЃγਓၯ࿶ᔼޣჹܭѠ᡼ᢀӀЃγၯᏨࠔ፦ᕮਏ ! ϐඓඝǴ๊ჹԖշගϲѠ᡼ਓၯࠔ፦Ƕ܄౜ݩϐᕕှᆶᜢᗖၯᏨࠔ፦ឦ ࣁǺ΋ǵΑှѠ᡼ᢀӀЃγᐕўᆶ౜ݩϩ݋ǹΒǵࡌᄬѠޑҞزࣴزҁࣴ ᡼ᢀӀЃγၯᏨࠔ፦ໆ߄ǹΟǵዴᇡѠ᡼ᢀӀЃγਓၯϐᜢᗖၯᏨࠔ፦ឦ܄Ƕ ܄ϩ݋ǵϣ೽΋ठکፓࢗݤǵߞࡋϩ݋ǵਏࡋϩ݋ǵ໨ҞᕴڔБݤх֖ୢزࣴ Ӣનϩ݋ᆶ௶ॊ಍ीϩ݋ǶၯᏨࠔ፦ୢ܄ਏ኱ݤǵঅ҅ख़ाࡋᕮਏϩ݋ǵᡍ᛾ ࠔ፦ϖεᄬय़ᆶӭՏ୯ϣѦ୍ܺޑග܌(೛ीୖԵΑ Parasuraman et al. (1988ڔ ߃ዺӆڔ߃ዺǴϐࡕୢڔୢۓϐၯᏨࠔ፦Ў᝘Ǵ٠ӆ࿶ขᗺიᡏБԄٰዴޣᏢ ௦Ҕ Likert ΎᗺໆЁٰຑڙǶၯᏨࠔ፦ϐჴሞགڔዺࣁ҅Ԅୢۓ࿶Ⴃ၂բ཰ࡕ ፓࢗჹຝࣁֹԋѠ᡼ᢀӀЃγၯᏨᡏڔኬݤǴୢܜኬБݤ௦ҔߡճܜᑽໆǴۓ ዴᇡ೽ϩǴ߾ࢂၮ܄Ӆी 262 ҽǶԶᜢᗖၯᏨࠔ፦ឦڔᡍϐၯ࠼ǴԖਏ҅Ԅୢ ගȨঅ҅ख़ाࡋᕮਏϩ݋ȩݤٰዴᇡϐǶ܌ (Ҕ Deng (2007 ำࡋѳڙᡉҢǴၯ࠼ჹѠ᡼ᢀӀЃγਓၯϐ᏾ᡏၯᏨࠔ፦᏾ᡏག่݀زࣴ ȨัࣁᅈཀȩᆶȨᅈܭϟڙၯᏨࠔ፦᏾ᡏགځϐ໔Ǵ߄Ң 6.29 ~ 5.97 ܭॶϟ֡ ว౜ᜢᗖၯᏨࠔ܌ز໔ǴЪё٩ҁࣴޜཀȩ໔ǴࡺၯᏨࠔ፦ۘԖගܹϐѸाᆶ ׯ๓่݀Ƕ࿶অ҅ख़ाࡋᕮਏϩ݋ݤ୺ՉࡕǴѠޑ৖໒ϐǴаၲਏ੻ٰ܄፦ឦ ᡼ᢀӀЃγਓၯᜢᗖၯᏨࠔ፦ឦ܄ीԖ 5 ໨ǺȨ࣬ᜢ୍ܺΓ঩Ᏹ஑཰ᆶ᏾ዅϐ ӼӄᆶډਓၯՉำύǴૈགܭ஑཰ᏤំှᇥૈΚȩǵȨޑሺ߄ȩǵȨᏤၯᏱԖؼӳ ȩǵȨૈа៝࠼ճ੻ࣁᓬӃԵໆȩǶԜϖ໨ၯᏨ؃ӼЈȩǵȨૈΑှၯ࠼ঁΓϯϐሡ i ᄊǴऩૈҥջᑈཱུׯ๓ރڙࣁեࡋჴሞགۓΏၯ࠼ଯࡋख़ຎՠࠅຑ܄ࠔ፦ឦ ǵ౜܄٩Ᏽϖ໨ᜢᗖၯᏨࠔ፦ឦزϐǴ߾ஒёਏ੻ӦගܹၯᏨࠔ፦Ƕനࡕҁࣴ Ѡ᡼ᢀӀЃγਓၯ࿶ٮϩ݋ၗૻගрӭ໨ׯ๓ࡌ᝼Ǵаز൑ᔼၮբ཰ᢀჸᆶࣴ ᔼޣӧமϯၯᏨࠔ፦ਔϐୖԵǴ຾ԶගϲѠ᡼ਓၯࠔ፦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܌ز΋ኬǴࣴךΑǼ൩ӵӕ௲௤྽߃ࠀᓰ״ғఱ่܌زࣴ !!!! ! ҔЈᡏ཮ǵҔЈᏢಞǴӢԜԏᛘᅈᅈǵགᖴΨᅈᅈǶךԃٰٿ നࡕǶ२ӃགᖴࡰᏤ௲௤ !ᎅᆢӂԴৣډ୲࡭ךЍ࡭ᆶഉՔǴᡣޑᖴᖴգॺ !!!! ੻ؼӭǴӧ҂ڙӧፐ཰Ϸғࢲ΢ךؼৣ੻϶Ǵᡣޑ೭Ϥԃٰፌፌ௲ᇧǴࢂന٫ ౰ݩᆶऍ१ޑ᛽ታ᛬КᖻـךបԴৣᡣדΓғၰၡ΢ஒᏢаठҔǶᖴᖴ஭ޑٰ ᏢಞᕉნǴޑॺ΋ঁࡐ෇ךወૈǶᖴᖴഋలಹԴৣ๏ޑ༫ઝǴΨᐟวΑᏢಞޑ ޑፐำ܌زࣴډ஑ᚒޑᕴࢂаᏢғࣁрวᗺٰ଺೛གྷǶᖴᖴഋ൏ႍԴৣவεᏢ ᄊࡋǶᖴᖴࡼ໡ඁԴৣᕴࢂᇡ੿௤ޑᝄᙣǵᇡ੿аϷॄೢҺډᏢಞךࡰᏤǴᡣ ൟذࡘԵБԄǶᖴᖴЦޑ๓ֹ׳ډॺᏢಞךᐒ཮ǴᡣޑॺᐱҥࡘԵךፐЪ๏ϒ ख़ाᄊޑന٫ᆒઓǴΨࢂᏢಞᐕำޑز࢞ό໻ࢂ଺ࣴزଓਥډᡏ཮ךԴৣᡣ όӕሦୱډᏢಞךᏢಞᄊࡋᆶБԄǴΨᡣޑΑှόӕךࡋǶᖴᖴᖴ࣓޹Դৣᡣ ᏾Ƕӕֹ׳ࡰᏤᆶࡌ᝼ǴᡣፕЎޑα၂کᜢЈޑ᛽Ƕᖴᖴഋ؊৸Դৣѳதޕޑ ޜܜ׶௲௤੝ӦܭεᏢ݅מѶ௲௤ǵܴཥࣽדεᏢጰמ঩ϡ୻ࣽہਔགᖴα၂ !ஏǶڬу׳ፕЎޑךᆶࡰ௲Ǵᡣـ߻ٰ๏ϒᝊ຦ཀ ᔅԆǴ٠གᖴޑޗ৒ਓՉ܃ǵޗǵߎࡌਓՉޗǵ޸ጪਓՉޗགᖴ༊ᙦਓՉ !!!! ளа໩ճ຾ՉΠѐǴ׆زշᆶୖᆶᡣҁࣴڐޑၯ࠼ॺǴԖգॺޑڔᇡ੿༤ቪୢ ఈգॺ഻៿዗௃ྕཪޑѠ᡼Ƕ! Ѝ࡭ᆶႴޑॺǴᖴᖴգॺۂॺǵӕᏢॺǵᏢߏᏢߏᏢ׌϶ܻޑᒃངךགᖴ !Ƕނᘶޑ೭፸ηന෇ךᓰǴգॺࢂ ᗉ॥ෝǵԖգޑന٫ךݿ༰ǵդРդ҆ǴԖգॺ྽ޑനᒃངךനࡕǴགᖴ ךᏢಞᕉნǴᡣکғࢲޑ΋ঁࡐ෇ךഉՔǴ๏ޑᜢᚶǵԖգॺྕធޑॺന੿၈ ໩ճ౥཰Ƕ ! ! ΋ঁΓǴԖգॺ੿ӳǶ؂ޑᜐيஒ഻৹ᆶᅽ਻ϩ٦๏ v Ҟԛ ᄔ!ा ..................................................................................................................... i ABSTRACT......................................................................................................... iii ᇞᖴᜏ .................................................................................................................. v Ҟԛ ..................................................................................................................... vi ߄ԛ .................................................................................................................... vii კԛ ................................................................................................................... viii ಃ΋ക!ᆣፕ......................................................................................................... 1 ङඳᆶ୏ᐒ .............................................................................. 1زಃ΋࿯ ࣴ 3 .......................................................................................... ޑҞزಃΒ࿯ ࣴ ࢬำ ....................................................................... 3زጄൎᆶࣴزಃΟ࿯ ࣴ ಃΒക!Ў᝘௖૸ ................................................................................................. 5 ಃ΋࿯!ᢀӀЃγਓၯ .................................................................................. 5 ಃΒ࿯!ၯᏨࠔ፦ ........................................................................................ 12 ಃΟ࿯!অ҅ IPA ........................................................................................ 18 Бݤ ............................................................................................... 22زಃΟക!ࣴ ೛ी ........................................................................................ 22ڔಃ΋࿯!ୢ ಃΒ࿯!ܜኬፓࢗೕჄ ................................................................................ 24 ಃΟ࿯!࣬ᜢ಍ीϩ݋Бݤ ......................................................................... 24 ΋ǵ௶ॊ܄಍ीϩ݋ .......................................................................... 24 Βǵߞࡋϩ݋ ...................................................................................... 24 Οǵਏࡋϩ݋ ...................................................................................... 25 ϩ݋ .............................................................................. 25کѤǵ໨Ҟᕴ ਏ኱ݤ ....................................................................... 25܄ϖǵϣ೽΋ठ Ϥǵঅ҅ IPA ϩ݋ .............................................................................. 26 Ύǵᡍ᛾܄Ӣનϩ݋ .......................................................................... 26 ዴᇡำׇϩ݋ .................................................. 26܄ಃѤ࿯ !ᜢᗖၯᏨࠔ፦ឦ ϩ݋ ............................................................................................... 28زಃѤക !ࣴ ಃ΋࿯!ໆ߄߃ዺႣ၂ϩ݋ ......................................................................... 28 ಃΒ࿯!ኬҁ่ᄬϩ݋ ................................................................................ 30 ಃΟ࿯!ໆ߄ᆒᙁᆶዴᇡ ............................................................................ 31 ಃѤ࿯ !ၯᏨࠔ፦౜ݩϩ݋ ......................................................................... 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 ໆ߄ᑽໆᄬय़Ϸຑ՗໨Ҟ ........................................ 17 ߄ 2!໺಍ IPA ᆶঅ҅ IPA ϐৡ౦ ....................................................... 21 ߄ 3!ၯᏨࠔ፦ឦ܄ϐୢ໨ .................................................................. 23 ϐ่݀ .......... 29ۓϩ݋ᆶཱུᆄಔ T ᔠک߄ 4!ၯᏨࠔ፦ໆ߄Ⴃ၂໨Ҟᕴ ߄ 5!Ԗਏኬҁϐ୷ҁၗ਑ϩ݋ .......................................................... 30 ϐ่݀ ................. 31ۓϩ݋ᆶཱུᆄಔ T ᔠک߄ 6!ၯᏨࠔ፦ໆ߄໨Ҟᕴ ߄ 7!ၯᏨࠔ፦ໆ߄Ӣનϩ݋ .............................................................. 33 ߄ 8!ၯᏨࠔ፦ᡍ᛾ԄӢનϩ݋่݀ ................................................... 34 ߄ 9!ၯᏨࠔ፦ໆ߄ߞࡋϩ݋ .............................................................. 34 ߄ 10 !௶ॊ಍ी߄ ............................................................................... 35 ϐѳ֡ॶᆶୃ࣬ᜢ߯ኧ .................................. 36܄߄ 11 !ӚၯᏨࠔ፦ឦ vii კԛ! ࢬำ ....................................................................................... 4زკ 1 ࣴ კ 2!ख़ाࡋᕮਏϩ݋ંତკ .............................................................. 19 კ 3!Ѡ᡼ᢀӀЃγϐख़ाࡋᕮਏϩ݋ંତკ .................................... 38 viii !ಃ΋ക!ᆣፕ! ङඳᆶ୏ᐒزಃ΋࿯ ࣴ ᢀӀౢ཰ࢂϣሡࠠޑѦຩౢ཰Ǵࣁ 21 ШइѠ᡼࿶ᔮว৖ޑሦૐ܄୍ܺౢ ख़ຎᆶᢀӀޑᜢ߯ϐᙯᡂǴаϷ୯ΓჹҶ໕ғࢲ۞ٿ཰Ǵᒿ๱୯ϣࡹ࿶௃༈Ϸ ȐҬ܄ख़ाޑගϲǴ߈ԃٰࡹ۬ଯࡋख़ຎᢀӀౢ཰ჹ୯ৎ࿶ᔮว৖ޑ؃ࠔ፦ሡ ᢀӀ࠼७ቚीޑ௢Չ܌ԃ 2007 ډӾሦૐБਢǴ2009ȑǶவ 2002 ԃܘ೯೽ǴᢀӀ ӾሦૐБਢǴܘᢀӀޑ௢Չ܌ਓՉѠ᡼ԃǴаϷ౜໘ࢤޑԃ 2009 ډฝǴ2008 ԃ ࿶ᔮǵЎϯϷޑ୯ϣܭཥᑫౢ཰ϐ΋ǴჹޑኧΜԃٰǴᢀӀ཰ςԋࣁख़ाޕё ቹៜȐᢀӀၗૻДൔǴ2009 ȑǶ྽ᖄӝ୯ШࣚਓၯಔᙃޑԖख़εڀ཮ΟБय़ࣣޗ UNWTO)ӧ 2009 ԃ߃Ϸԃύ֡Ⴃෳ 2009 ԃӄౚਓၯΓኧफ़൯ऊ 4% Կ 6% ਔǴ) ոޑᢀӀౢ཰٠ό኷ᢀǴՠӧࡹ۬ᆶᢀӀౢ཰ࣚӝΚ௢ቶᢀӀޑӚࣚჹ 2009 ԃ ΚϷȨਓၯѠ᡼ԃȩӚ໨ߦᎍᆶ࠹໺௛ࡼΠǴӄԃٰѠਓ࠼Γኧӧ଍༈ύԋߏǴ ԃٰѠਓ࠼Γኧၲ 429 ࿤ 5004 ΓԛǴബΠᐕўཥଯǴၨ 2008 ԃԋߏ 14.3% Ƕ 2009 ǴޑǴѠ᡼ᢀӀว৖߻ඳࢂкᅈයࡑ %52.29 ٯ՞К܌ձਓ࠼ΓኧޑύǴᢀӀҞځ ࡹ۬ᆶҾ཰҅ᑈཱུуዸ׫ၗύǶȐᢀӀၗૻДൔǴ2010 ȑ ᢀӀਓၯ୍ܺ໨Ҟϐ΋ǴޑѠ᡼ᢀӀЃγࢂ߈ԃٰҬ೯೽ᢀӀֽЬा௢୏ ȨਓՉޑԃ 2009 ډȨᢀӀ࠼७ቚीฝȩǵ 2008 ԃޑ௢Չ܌ԃ 2007 ډӧ 2002 ԃ Ѡ᡼ԃȩаϷ౜໘ࢤ܌௢ՉޑȨᢀӀܘӾሦૐБਢȩޑीฝύࣣࢂЬा௢୏Ъ ࡌ࿼ᔼ೷р϶๓ޑ಍س฼ౣǴ׆ఈ೸ၸѠ᡼ᢀӀЃγޑ࡭ុ຾ՉၡጕѲֽೕჄ ޑਓၯᕉნǴаБߡ୯ϣѦਓ࠼ӧѠ᡼຾ՉుࡋਓၯǶԾ 2004 ԃࡋ໒ᒤԿϞǴ ύ୯Ѧਓ࠼ 26 ࿤ӭΓԛȐऊ՞ᕴኧ 47 ʘȑǴ୯ϣځᕴਓ࠼ໆຬၸ 55 ࿤ΓԛǴ ᗺёٿਓ࠼ 29 ࿤ӭΓԛȐऊ՞ᕴኧ 53 ʘȑȐѠ᡼ᢀӀЃγᆛǴ2010 ȑǶҗ΢ॊ ᝼ᚒߚதีϿǴزǴՠ୯ϣԖᜢѠ᡼ᢀӀЃγ࣬ᜢࣴ܄ख़ाޑѠ᡼ᢀӀЃγޕ 1 ௖૸ၮҔϦљӝբزǴࣴٯݥ Ȑ2006 ȑමаѠ᡼ᢀӀЃγ஑ਢीฝࣁے໻Ԗࡼ