Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 100 === In the recent context of the service industry, the ability to manage jaycustomers has become a vital task for organizations. This study, firstly, conducted an in-depth inter-view on tour leaders, and through the content analysis, classified jaycustomers on group travel package tours into four types; namely, self-righteous, insatiable, selfish, and vindictive types. This study later explored the degree of seriousness for the four types as well as exploring the impact on the emotional labor of the tour leaders. This study adopted the convenience sampling method to collect a total of 352 questionnaires from tour leaders, of which 279 copies were valid, the validity rate being 79%. The statistics were analyzed using the Pearson product-moment correlation analysis and stepwise regression analysis methods.
The research results showed that the degree of seriousness for vindictive jaycus-tomers is the highest, which agrees with the qualitative research. The degree of serious-ness of jaycustomers and the tour leader’s surface acting are significantly and positively correlated. The degree of seriousness of jaycustomers and the tour leader’s truth acting are significantly and negatively correlated, and it has no significant correlation with deep acting. The interaction between the degree of seriousness for jaycustomers and the age of the tour leader has a significantly negative impact on the truth acting of leaders. Moreover, the interaction between the degree of seriousness for jaycustomers and their seniority has a significantly negative impact on the deep acting and truth acting of tour leaders.
According to the results of this study, it is suggested to make a name list of jay-customers so as to offer a better service and to avoid the expansion of jaycustomers’ behavior. Besides that, the regulatory emotional training of tour leaders and experi-ence-sharing activities should be organized regularly so as to enhance their flexibility. Therefore, this study proposed the related organizational implications and the direction for future research.
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