| Summary: | 博士 === 中華大學 === 科技管理學系(所) === 94 === This dissertation utilizes the Kano Two-dimension Quality Model and the Importance-Performance Analysis to investigate the following studies: (1) Travel Motivation and Tourists Satisfaction on National Parks in Taiwan, (2) Evaluations on the Service Quality of Hot Spring Hotels in Taiwan, and (3) Students’ Attitudes toward Service Quality of University Dormitory. The first part of this dissertation is to investigate the factors that caused travelers to visit National Park in Taiwan. These are referred to the push/pull factors of travel motivation and satisfaction. Factors ‘pushing’ people to visit National Park in Taiwan were are: (1) to improve individual health representing a form of escapism, (2) to improve family interactions and representing a form of social activity, and (3) to expand knowledge and representing a form of adventure. Factors ‘pulling’ people to visit National Park in Taiwan are: (1) facility and gourmet, (2) environment and education, (3) transportation and easy-accessibility. Overall, this study finds that there are four dimensions of leisure satisfaction: (1) fundamental facility, (2) quality of food and accommodations, (3) spatial environment, and (4) landscape and culture. In addition, the results of the Pearson test indicate that there is a positive relation between those dimensions of push factors and pull factors. For Taiwanese people, the primary reason to participate in leisure activities is to relax. The main reason that people would like to visit national parks as leisure activities is to explore the delightful nature resources. Also, the results of a paired-sample t test strongly suggest that tourists’ satisfaction levels are higher than their prior travel expectations. There is a strong positive relationship between the satisfaction of travel experience and prior travel expectations. Furthermore, the mean of I.P.A. analysis indicates that those satisfaction items are located in Diagram I, III, and IV. Therefore, no immediate action should be taken for further improvement. Based on the results of 45 slope analysis, it was finds that those 15 items were located in Area B. Therefore, the national parks should continuously maintain the natural resources and ecology in order to retain current quality objectives. In the second part of this dissertation, Kano two-dimension quality model is used to analyze the service quality of the hot spring hotels in Taiwan. Regarding the quality improvement indexes, it finds that tourist satisfaction can be improved by “the surrounding environment of the hot spring hotel”, “the architectural design of the hot spring hotel”, and “the landscaping of the hot spring hotel”. Especially, “the surrounding environment of the hot spring hotel” factor is the most important index. Therefore, it is suggests that the hot spring hotel industry could consider those three factors in order to increase tourists’ satisfaction. In contrast, the results of this study suggest that “the surroundings of the hot spring resort area", "the washroom facility of the hot spring hotel" and "the safety facilities of the hot spring hotel" are the most important factors to reduce dissatisfaction. Above all, “the surroundings of the hot spring resort area,” the most important factor that needs careful consideration in order to reduce tourists’ dissatisfaction. The third part of this dissertation investigates students’ expectation and satisfaction regarding the service quality of the university dormitory. According to the factor analyses, five satisfaction factors extracted from the 24-item questionnaire are (1) responsiveness, (2) tangibles, (3) assurance, (4) empathy, and (5) reliability respectively. Furthermore, based on the Kano two-dimension quality model, the results of this study indicate that neither of the 24 service quality elements was categorized as “attractive quality element” nor as “reverse quality element”. Surprisingly, the most of quality elements are identified as “must-be quality element.” On the other hand, the least of those elements are classified as “one-dimension quality element”. Consequently, the majority of university students believe that the most of university dormitory service is mandatory. In other words, it should be offered by universities voluntarily. In sum, this study suggests that lowering university residence fees, based on the formula proposed by Matzler and Hinterhuber (1998), will not only increase students’ satisfaction but also eliminate dissatisfaction toward service quality of university dormitory.
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