The study of Tour Service Quality Satisfaction for Mainland China Tourists –An Example of Guangdong Tourism Groups

• Main Authors: WEN-YI CHIN, 秦文沂
• Other Authors: Ming-Che Chou
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/p2nvb7

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 102 === Since 2010, mainland Chinese tourists have become the majority of the tourists in Taiwan. In accordance with mainland China’s vast territory, there are huge difference between areas and provinces and is fond of with the habits and acquired characteristics. There are many studies over the mainland Chinese tourists; somehow, there is no any study regarding a specific province available at the moment. Writer has been specializing in Guangdong province tour groups in Taiwan for more than a decade which we call “Inbound Tour Operator” for Guangdong package tour groups only. This research probes into the factors of travel quality satisfactions of Guangdong province consumers, examine Guangdong province tourists’ background and understand package tour groups’ attributes, in order to attract more tour groups of Guangdong to Taiwan. The starting point, however, is a brief examination of Guangdong province tourists service quality satisfaction. In this context, the purpose of this study is to examine the service quality satisfaction of the Guangdong province tourists. The research was carried out by questionnaire and is framed by interviewing Guangdong province tourists. Questions were designed based on tourist’s personal basic attributes, for example, marriage status, age, occupations and education status. “Travel companion” “frequency to Taiwan” “number of companions” and the last “price of tour” are having significant influence on service quality satisfaction for the tourists joining package tour groups. According to 500 valid returned questionnaires, this survey has found that the most important elements of service quality satisfaction from a customer’s perception are the “Friendliness” “Responsiveness” “Reliability” “Tangibles” “Empathy” and “Assurance”, which has confirmed the “SERVQUAL” five dimensions. From this research results practical suggestions for improvements for the industry, and even up to the Taiwanese government could be made.