A Study on Service Quality Gap and Causal Analysis in Fonghuanggu Bird and Ecology Park
| Autor: | HUANG, YU-FANG, 黃玉芳 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 The Fonghuanggu Bird Park, located in the Fonghuanggu Scenic Area in Nantou County, has undergone a system change and has been incorporated into the National Museum of Natural Science. It is renamed as the Fonghuanggu Bird and Ecology Park. Together with the adjacent Chelungpu Fault Preservation Park and the 921 Earthquake Museum of Taiwan, these three parks form an ecological and geologic zone for National Museum of Natural Science. There are already a lot of literatures about tourists' satisfaction and service quality, but there is still no research on the tourist satisfaction and service quality of Fonghuanggu Bird and Ecology Park. The main purpose of this study is to explore the causal analysis of the gap model and satisfaction of the service quality of Fonghuanggu Bird and Ecology Park. Through the literature review the service quality of the park is divided into four facets: environmental facilities, service quality, information communication and customer care, to explore the importance and satisfaction of the park visiting experience, the questionnaires were used to sample the tourists and 400 valid questionnaires were returned. Statistical methods of descriptive statistics, Item-analysis, paired T test and multiple regression analysis were employed for this study. The results of the study show that the scores of importance of the park of the park environmental facilities and information convey are bigger than the scores of the satisfaction of the environmental facilities and information convey respectively, indicating urgent needs of improvement for these two facets. As for care for customers facet, in addition to "the degree of cleanliness of service personnel’s clothing appearance" of which the scores of satisfaction is greater than the scores of importance, all the others show reverse results, indicating almost all of the other facets should be improved. From the causal analysis, we found: the importance of environmental facilities and the importance of caring for customers showed a significant positive impact on satisfaction of environmental facilities; the importance of service quality and the importance of information convey, showed significantly positive impact on satisfaction of service quality. The importance of information convey and the importance of service quality, showed significantly positive impact on satisfaction of information convey and satisfaction of caring for customers respectively. Therefore, it is recommended to consider the improvement direction and practice highlighted in this study, so as to meet the needs of tourists. Hopefully this can enhance the number of visits to the park to achieve the purpose of education for natural conservation. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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