| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 102 === The development of outbound tourism enters the mature phase; meanwhile, the amount of qualified tour leaders increases steadily every year and many of them serve in travel agencies in China. This study aims to examine the reasons why Taiwanese tour leaders would rather work in China than in Taiwan and investigate their working behaviors. Moreover, we examined if tour leaders behave opportunistically when working long hours at low-paying job and being put at high risk.
The samples of this study are 13 qualified foreign language tour leaders working in China. Data were collected by conducting in-depth interviews to study the relationships among job stress, job risk, opportunistic behavior, and service quality. Four aspects and 85 indicators in total, along with Delphi Method technical analysis method conducting two rounds of questionnaires with 100% recovery rate. With the average, standard deviation, quartile deviation, Kendall’s W verification as four convergence criteria, we removed indicators which did not match the standard on the first round and conducted the second analysis. Finally, we have integrated four aspects and 70 indicators in total, including: Job Stress, which has 23 items in total, with the most important indicator of “Instable income in low-season and high-season” item; Job Risk, which has 16 items, with the most important indicator of “I am worried that I might be in bad situations such as being robbed” item; opportunistic behavior, which has 7 items, with the most important indicator of “I might reduce the scheduled itineraries to sell some optional tour” item; Service Quality, which has 24 items, with the most important indicator and factor of “The ability to solve emergency problems” item.
To sum up, the tour leaders working in China think that income stability which leads to the opportunistic behavior of reducing the scheduled itineraries to sell some optional tour in order to make more money, but still obey the principle of serving customers with professional attitude. There are not many organizations focusing on the working behavior of tour leaders; therefore, we hope tour leaders, travel industry, institutions, government units, all sectors of tourism industry and subsequent researches can take this research as reference, and provide tour leaders a better working environment so as to keep them in Taiwan, enhance the service quality, and increase outbound tourism.
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