| Summary: | 碩士 === 南開科技大學 === 福祉科技與服務管理所 === 106 === To both domestic and international travelers, Sun Moon Lake is a must-see tourist attraction in Nantou. As Taiwan becomes an aging society, the tourist market targeting the middle-aged and elderly population is also expanding. Such a market segment will become increasingly important to the tourism industry. For this reason, the authorities should seek to understand the needs of middle-aged and elderly travelers through their travel experiences at the Sun Moon Lake Scenic Area. Based on the “PZE Service Quality Model” proposed by Parasuraman, Zeithaml and Berry, this study established a research framework using the importance-performance analysis （IPA） in an attempt to explore the level of importance of and satisfaction about the service quality of the Sun Moon Lake National Scenic Area among middle-aged and elderly travelers. The study adopted the questionnaire research method and recruited middle-aged and elderly travelers aged above 45 years in Central Taiwan as research objects. A total of 382 valid questionnaires were collected, the results of which were analyzed by SPSS22.0, a statistical software. A two-dimensional IPA coordinate system was used to evaluate the service quality of the Sun Moon Lake National Scenic Area and observe which service quality constructs fall into particular quadrants. The research findings showed that the constructs of “reliability”, “responsiveness” and “care” regarding five question items—which are “the service staff at the scenic area are able to solve the problems faced by tourists”, “the service staff at the scenic area are enthusiastic in helping tourists solve their problems”, “the scenic area quickly responds to tourists’ opinions and suggestions”, “the scenic area provides tourists with an efficient complaint channel” and “the scenic area understands the needs of elderly tourists”—all fall into the fourth quadrant, which reflects items that are highly important but unsatisfactory to middle-aged and elderly travelers. It is hoped that the management of Sun Moon Lake National Scenic Area will use the research findings as a reference for future planning and improving its service quality.
Keywords: Middle-aged and older people, Sun Moon Lake, Service quality, Importance-performance analysis
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