Application Analysis IPA Creative Living Facilities and Services Satisfaction –A Case Study of Baba Mine Tunnel Leisure

• Main Authors: Wu, Liang-Ching, 吳亮青
• Other Authors: Tsai, Mei-Hua
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/n734h2

碩士 === 亞太創意技術學院 === 文化創意設計研究所 === 104 === The advent of the age of experience economics has made price competition a strategy of the past. To Creative Living industries, it is creativity, style, and aesthetics of the owner that define the value, quality, and atmosphere of the facilities and services. By crafting deep, high-quality experiences and combining innovations in the tourism industry, the owner can shape customer behavior and create a sustainable market. To look into the dynamics of such market, this research selects the Baba Recreational Mining Tunnels at Sanwan Township, Miaoli County of Taiwan, which is restructured from a traditional coal mining facility, as a model of a new type of industry that uniquely blends culture, creative living, and tourism. This research explores the relationship between various customer traits and three performance indicators: expectations for facilities and services, perceived enjoyment, and willingness to revisit. After analyzing the results, a list of suggestions is made to the Baba Recreational Mining Tunnels to improve and plan their future services. The research methods utilized in this paper are survey research and the IPA, or Importance-Performance Analysis. Data is collected through surveys conducted on visiting customers, and the results are analyzed via IPA. IPA is an effective means to determine the quality of service and is thus a valuable tool for Creative Living industries and their patrons alike. Analysis is carried out via SPSS 18.0 to determine how customer’s gender, age, place of residence, level of education, and occupation interact with their perceived level of satisfaction (of facilities and services). The results show that: 1. Significant differences on the level of expectation and perceived enjoyment are found among the customers of different traits. Namely, age affects how customers consider “facility planning” and “customer services” important; place of residence affects “customer service” and “recreational experiences”; level of education affects “park tour guides”. 2. In the sampled population, the number of women is greater than that of men. Most are aged between 36 to 50 years old, live in Miaoli County, have received a college education, and work in Commerce Services. 3. Four facets of the facilities and services – “park tour guides”, “facility planning”, “customer services”, and “recreational experiences” – all have a significant positive relationship with overall level of satisfaction and willingness to revisit. Also the higher the level of satisfaction, the more likely a customer is revisiting. 4. Customers are satisfied in “trail scenery”, “botany and green landscaping”, “personnel friendliness”, “park space”, “park cleanliness”, “park’s tranquil atmosphere“, and “park’s level of comfort”. It is suggested that nursery options should be improved.