Publication:

領隊的工作表現與旅客滿意度之研究

本研究旨在探討國外旅行團領隊的工作表現對旅客滿意度的影響，透過自編工具「旅客對領隊工作表現的滿意度問卷」，針對有國外參團經驗的人，以叢集便利抽樣進行問卷，並以描述性統計、t檢定、單因子變異數及皮爾森相關進行分析。結果發現，旅客在選擇旅遊產品時，最重要的考量因素是產品內容，領隊工作表現之滿意度會影響旅客再購意願，且在不同群族之間有顯著差異。結論建議旅行業者對領隊人員加強危機處理與專業能力之培訓，在產品包裝上能依不同群族之旅客提供更貼切的服務品質。

The purpose of this study was to explore the effect on traveler satisfaction with international tour leader performance. Adopting a cluster and convenience sampling method, the study was conducted through the self-designed questionnaire, “Questionnaire of Traveler Satisfaction with Tour Leader Performance”, among subjects who had the group tour experience of traveling abroad. The survey data were analyzed via descriptive statistics, t-test, one way analysis of variance (ANOVA), and Pearson correlation analysis. The questionnaire findings indicate that the primary factor for tourists to consider is the product contents in choosing travel products. Satisfaction with tour leader performance will affect customer repurchase intention. Meanwhile, there is a significant difference between different user groups. Based upon the investigation results, the recommendation the study proposes is that tourism marketers should strengthen training programs for tour leaders on crisis management and professional ability. In addition, more appropriate service quality should be offered for different user groups according to their needs in the context of product packaging.