A Study on the Application of Service Quality to Taiwan Innovative Tourism Cluster: Shuilimei Technological Tourism Cluster

• Main Authors: Pei-Chun Tsai, 蔡佩君
• Other Authors: 陸大榮
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06705777086814904942

碩士 === 國立中興大學 === 科技管理研究所 === 99 === Recently, industry cluster has become the innovative business model. Through alliance, network and clusters, the service providers integrate the tourist resource and manage them together in order to accelerate industry development, upgrade the value of service, make profits and increase the competitiveness. Tourism is one part of service Industry. Nowadays, there are many tourist operators including the farmers in leisure agriculture industry do some “innovations” in their service/products for increasing the service quality, service value and customer satisfaction. Therefore, the purpose of this study is to explore the beneficial results when the tourist operators establish the tourism cluster to manage the leisure agriculture business. This paper uses the service quality to discuss the benefit from the rural tourism cluster and designs the service quality scale which has five dimensions from SERVQUAL scale and one dimension “service innovation” from this research. This service quality scale examines the expected service before tourists undergo the tourist actives and perceived service after they experience the tourist services. And then this research made some hypotheses to check the influence between tourist operators providing service innovation and service quality or customer satisfaction. The research sample is Shuilimei technological tourism cluster. A total of 300 questionnaires were sent, and 226 valid questionnaires were received. The conclusions of this research are that all the perceived services are greater than expected service which means that the rural tourism has the good service quality under the cluster model and service innovation has positive and significant influence on customer satisfaction and service quality. In addition, by evaluating the service quality of the tourism, it could help the cluster to examine its cooperative model.