| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 107 === This study used the IPA importance performance analysis method to investigate the tourists of the Hamushan B&B camping area. Data was collected by the google form and paper questionnaire. In total, 300 copies were distributed and 234 were collected. The return rate was 78%. Among those questionnaire, after removing 36 invalid surveys, the valid questionnaire was 198. The data was analyzed by the IPA mode and has the following findings. The IPA analysis showed that in the first quadrant that continue-to-keep, tourists cared most is “Hamushan camping area provides convenient access to water for camps”. “Hamushan camping area camp has a complete bath and toilet changing equipment” is what they most satisfied. This study showed that the abovementioned advantages are the most importance resources of the Hamushan B&B camping area. Maintaining good service quality and letting the customers to establish the reputation, Hamushan camping area can get the greatest benefit in the future.
On the second quadrant priority of improvement has 6 items. There are “The camping area management staff completes the service items promised in time” and “the camping area managers can perform when they need assistance”.“Caring for and providing services”, “The staff in the camping area will provide the services I need in time”, “The staff in the camping area will always be willing to help the guests”, “The employees in the camping area will not ignore the response because they are too busy”. “Overall, the information provided by the camping area is active and immediate”. These six opinions are important to the campers but they have low satisfaction with them. If the problems are not improved, it will affect campers’ loyalty of the Hakka Mountain B&B camping area in the future. Therefore, the owner should improve the facility as soon as possible.
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