國家文化影響國際觀光旅館服務品質認知之研究－以台灣與韓國的差異比較為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51312

Title:	國家文化影響國際觀光旅館服務品質認知之研究－以台灣與韓國的差異比較為例
Authors:	高素怡
Contributors:	觀光事業學系
Keywords:	國家文化台韓消費者服務品質認知國際觀光旅館
Date:	2022
Issue Date:	2023-03-03 15:00:46 (UTC+8)
Abstract:	本研究的目的是調查台灣和韓國的國家文化如何影響國際觀光旅館對台灣和韓國顧客的服務品質。此外探討是否會影響台灣和韓國消費者對國際觀光旅館的國家文化和服務品質的認知。隨著個人收入和休閒時間的增加，消費者的慾望也隨之增加，服務品質也更加多樣化和先進。優質服務是維持旅館與顧客之間持久關係的重要手段。這不僅是一個經濟增長的過程，而且文化相似但兩國之間存在文化差異。兩國超過100萬遊客的互訪已成為兩國旅館業的重要顧客。但很少有研究比較兩國基於國家文化的旅館服務質品質。因此需要為兩種文化找到合適的服務，並研究如何獲得更好的服務品質。這項研究調查了在台灣和韓國入住四星級和五星級旅館的顧客。總共分發了台灣韓國各自250份問卷，有效問卷各個總計200份用作本研究的數據。通過調查收集的數據使用SPSS進行分析。本研究發現臺韓消費者的國家文化程度越高，對服務品質的認知度越高。而且台灣消費者比韓國消費者更重視服務品質。本研究的實證結果表明即使一家旅館為消費者提供相同的服務，消費者對服務品質的看法也可能因國家文化而異因此旅館需要了解每個國家的文化差異。 The purpose of this study is to investigate how the national cultural of Taiwan and Korea affect the service quality of international tourist hotels to Taiwanese and Korean customers. Explores whether it will affect Taiwan and South Korean consumers' perception of national cultural and service quality of international tourist hotels. As personal income and leisure time increase, consumer desires also increase, and service quality becomes more diverse and advanced. Quality service is an important means of maintaining a lasting relationship between a hotel and its customers. Not only is it a process of economic growth, but the cultures are similar, but there are cultural differences between the two countries. The mutual visits of more than 1 million tourists from the two countries have become important customers of the hotel industry of the two countries. But few studies have compared the quality of hotel services between the two countries based on national cultures. It is necessary to find suitable services for the two cultures and study how to obtain better service quality. The study surveyed customers staying in four- and five-star hotels in Taiwan and South Korea. A total of 250 questionnaires from Taiwan and Korea were distributed, total of 200 valid questionnaires used as data for this study. The data collected through the survey were analyzed using SPSS. This study found that the higher the national education level of Taiwanese and Korean consumers, the higher the awareness of service quality. Taiwanese consumers place more emphasis on service quality than Korean consumers. Results of this study suggest that even if a hotel provides the same service to consumers, consumers' perceptions of service quality may vary by national culture, so hotels need to understand the cultural differences in each country.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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