國家公園遊客中心服務品質之研究－以陽明山國家公園為例

Abstract

隨著民眾所得提升，對於休閒生活品質也更重視，生態旅遊為當前主要趨勢，國家公園為民眾親近大自然且體驗生態環境的最佳場所。在國家公園中，遊客服務中心除給予遊客基本之遊憩需求外，同時也是落實國家公園環境教育的重要地點，扮演了代表國家公園形象的關鍵角色。因此，遊客中心在各方面所提供的服務品質成效值得深入研究與探討。 本研究關切國家公園遊客服務中心之交通設施、遊憩服務設施、服務人員與解說服務等四面向之服務品質表現，以陽明山遊客中心、小油坑遊客服務站、冷水坑遊客服務站與二子坪遊客服務站為實證分析對象。首先對各地點實地訪查做設施調查，並以隨機抽樣進行遊客滿意度問卷調查，實得有效問卷為遊客中心98份、小油坑100份，冷水坑98份與二子坪101份。運用統計分析與I.P.A.法做調查結果分析，得到：（一）遊客社經背景及旅遊特性對服務品質滿意與重視程度之差異；（二）遊客行前期望及實際體驗滿意程度之關係；（三）遊客服務中心在四面向與P.Z.B.五構面服務品質上之比較分析。 由分析結果顯示，應加強改善的重點在陽明山遊客中心有2項（餐飲衛生、解說牌之設置地點）；小油坑遊客服務站有5項（廁所數量與清潔、服務人員之專業、解說員與解說牌之解說內容）；冷水坑遊客服務站有9項（停車場空間、旅遊資訊、廁所數量與清潔、餐飲種類品質與衛生、服務人員態度、解說員解說內容）；而二子坪遊客服務站無應立即加強改善之項目。 在P.Z.B五構面之整體評價排序為可靠性、反應力、保證性、同理心及有形性。其中，以陽明山遊客中心在五構面之得分最高；冷水坑遊客服務站在有形性、可靠性及保證性之得分最低；反應力則以小油坑遊客服務站最低；同理心則是以二子坪遊客服務站最低。 管理單位在經營上，可在短程內改善遊憩服務實體設施，在中程加強遊客服務中心之展示與視聽功能，並在長程落實國家公園環境教育功能，藉此實行品質政策與品質目標，以提升其經營品質。

With the increasing incomes, nationals’ demands for leisure time activities also rose. Eco-tourism became the trend of outdoor recreational activity, and national parks are the best place for people to experience the nature. Visitor centers in national parks not only provide basic needs for tourists, but also put environmental education into practice. It’s important to make a study of the visitor centers’ service quality. This purpose of the study was to analyse the service quality of traffic facilities, recreation facilities, staffs and interpretation service of visitor centers in Yangmingshan National Park. The research collected questionnaires from visitors in Yangmingshan, Siaoyoukeng, Lengshuikeng and Erzihping visitor centers. 98, 100, 98 and 101 copies of questionnaires in each visitor center was completed and used for data analysis. Some research findings are concluded as: 1) Tourists with different socio-economic and traveler characteristics have statistically significant different attitudes towards visitor centers service quality. 2) The relation between the tourists’ expected and perceived satisfaction of each visitor center. 3) Analyse each visitor center by four service categories and P.Z.B. scales. Yangmingshan visitor center should improve the hygiene of restaurant and the position of the interpretation stands. Siaoyoukeng visitor center shoule improve the amount and clean of its toilets, the profession of the staffs and the interpretation service. Lengshuikeng visitor center should improve the parking spaces, the quality of toilets and restaurant and the service attitude of the staffs. The whole evaluation on P.Z.B. scales can sort as reliability, responsiveness, assurance, empathy and tangibles. Yangmingshan visitor center had highest scores of every scale. Lengshuikeng visitor center had the lowest scores in tangibles, reliability and assurance; Siaoyoukeng visitor center had lowest score in responsiveness; and Erzihping visitor center had lowest score in empathy. According to the results, manager can improve the recreational facilities in short range, enhance the function of exhibition and audio-visual material in medium range, and implement the environmental education of Yangmingshan national park in long range.