| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理所 === 96 === As a result of economic development, simplified paper works, easy access travel information through internet, and the rising freedom and independence consciousness of tourists, foreign independent tour products are springing up in the media and market. This trend reflects on the fact that less than 40% of inbound tourists choose group inclusive tours each year. Meanwhile, experienced tourists prefer independent arrangement is more common. However, foreign independent travelers (F.I.T.) almost all have to schedule their own tour, including flight, food, lodging, traffic, etc; therefore service quality of the entire travel environment during the journey plays a crucial role in tourists satisfaction of their travel experience. This becomes an important issue as F.I.T. increasing but no study has paid attention to this area yet. Therefore, this study targets on inbound FIT and attempts to analyze factors affecting valuing service quality and customer satisfaction of F.I.T. Data is gathered through a questionnaire survey targets on F.I.T. who had finished their trips and were in Boarding Lounge.
The preliminary results show that 91.7% of tourists would like to visit Taiwan again and 93.8% of F.I.T. is satisfied with the overall experience. Generally speaking, inbound F.I.T. has good impressions toward Taiwan. ANOVA results show that demographic variables affect the evaluation of importance of service quality and customer satisfaction. The Importance- Performance Analysis (I.P.A.) indicates that tourists value more on “Customs clearing procedures”,” Attractive scenery”, “Distinctive custom and culture”, “Authentic cuisine”, “Convenience in dining and shopping”, “Public security”, “Stability of political situation”, “Hospitable people”, “Quality of accommodation”, and “Travel information accessibility”, and also give high credits to these nine items. Therefore, the above nine items should be the focus in the future promotion. On the other hand, “Signs for travel directions”, ” Communication barriers”, ” Transportation transfer to scenic spots”, ” Overall price level”, ” Rate of accommodation”, and ” Sanitation and hygiene conditions”, which tourists also value a lot, failed to achieve F.I.T. expectation. The first priority should be focusing on the improvement of the above six items. Thus the authorities need to propose improving plans for these critical factors as soon as possible to enhance F.I.T. satisfaction.
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