| Summary: | 碩士 === 台北海洋科技大學 === 海洋休閒觀光系碩士班 === 106 === Whereas the rapid economic growth, the incomes of Taiwanese households gradually have increased in recent years. The workweek reformation has changed the recreational behavior and encouraged inbound travel. In addition, the development of environmental protection awareness and the concept of biological conservation have been increased. This study was to explore Yangmingshan National Park visitors perceived service quality and service satisfaction, after using the related literature to explore the theoretical basis, establish a research framework, research tools, and design and with convenience sampling method, aiming at Yangmingshan National Park visitors measured as the research object, combined sent 400 questionnaires, recovery of 393 questionnaires, and 385 valid questionnaires, effective recovery rate was 96.25%. The effective sample size was analyzed by means of independent sample t test, single factor variance analysis, Pearson product difference correlation and double factor variance analysis. By statistical analysis, the main research findings are summarized as follows:
1. "Tangible" feeling is better on Yangmingshan National Park visitor service quality.
2. The degree of satisfaction of tourists in Yangmingshan National Park is between "normal" to "identity".
3. There is a significant difference in service quality between the tourists of Yangmingshan National Park with different education degree.
4. There is a significant difference in service quality between the tourists of Yangmingshan National Park with different frequency of tourists.
5. The quality of service with tourists such as "tangible", "reliability" and " responsiveness" in Yangmingshan National Park has a significant moderately positive correlation with service satisfaction.
6. The quality of service with tourists such as "empathy", "assurance" and " total quality of service" in Yangmingshan National Park has a significant highly positive correlation with service satisfaction.
7. The quality of service with tourists such as "responsiveness", "assurance" and "empathy" have positive influence and explanatory ability on satisfaction.
Based on the findings and conclusions of this study, the researchers proposed the following suggestions for service personnel, national management authorities and future research:
1. The service staff should enhance the trust and real-time response of tourists and improve customer service satisfaction by offering more friendly and responsive services.
2. The competent authorities should provide appropriate activities and publicity for tourists with different tourist times, so that tourists can understand the diversity of recreational activities in national parks.
Key words: Yangmingshan National Park, quality of service, satisfaction
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