| Summary: | 碩士 === 國立臺北護理健康大學 === 旅遊健康研究所 === 104 === The relationship of service quality and satisfaction have been confirmed to be positive by previous studies. However, in terms of eco-tourism operators, truly understanding and identifying key service quality under the concept of eco-tourism, and providing good service, will be able to effectively increase satisfaction of the visitors. If the factors influencing seniors’decisions on eco-tourism can be revealed, it will be a great benefit for the future planning, counseling and promotion of eco-tourism activities. Therefore, the purpose of this research is to investigate service quality and experience of satisfaction seniors tourists on eco-tourism sites , as well as to analysis the effect of the ecotourism service quality dimensions with the experience satisfaction for seniors tourists.This study developed a questionnaire about service quality of ecotourism sites and experience of satisfaction using literature review. The facets of service quality in the questionnaire include safety of facilities and environment, service personnel, environmental education activities, sanitation and healthcare, proximity to medical treatments, food sanitation and environments. The facets of experiencing satisfaction include Sense, Feel, Think, Act, and. A total of 293 valid questionnaires were collected from senior tourists in Yun Hsien Holiday Resort. The questionnaire data were analyzed using descriptive statistics, correlation analysis and multiple regression analysis.
The results indicated that ‘service personnel’ brought the most satisfaction concerning the service quality of ecotourism sites. The experience of "Relate" brought the most satisfaction concerning experience of satisfaction. It showed that senior tourists felt satisfaction towards the service people in the park. They could really feel relaxed after going on ecotourism, while a sense of responsibility for environmental protection was also evoked among them. Moreover, the research found that “Service Personnel” brought the greatest impact on “Feel”, “Act” and “Relate”. "Food sanitation and environmental " had the maximum effect on ‘Sense’; “Attractiveness of environmental education activities" influenced "Think" the most. Thus, “Service Personnel” are most important to senior tourists. The findings suggest that the management should be committed to maintaining the quality of service staff, which will effectively enhance the experience of satisfaction for senior tourists.
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