以顧客觀點探討鐵道觀光

Abstract

隨著鐵道觀光風行世界各國，發展成各地觀光特色，國內鐵路營運者面對高速鐵路、客運巴士等運具競爭下，除了提升運輸服務品質，亦朝積極推動多元化休閒觀光鐵路旅遊的方向，以增加營運收益，故發展鐵道觀光為一新契機。然而，如何有效創新鐵道觀光之服務模式，並使其能充分滿足旅客之需求與期望，具體而言，即進一步提供符合旅客需要之鐵道觀光服務模式，並顯著改善其服務品質，遂成為鐵道觀光服務提供者面對之重要課題。 本研究探討鐵道觀光服務提供者所提供的各項服務之品質要素。同時應用Kano模式，以期望能發現旅客對鐵道觀光服務所關心之服務要素，進而有助於新服務模式(New Service Development, NSD)之發展與管理。具體而言，以期發展出符合旅客需求之服務模式。本研究運用Kano模式的正反問項作為問卷設計之主體架構，同時配合新服務發展模式，先找出旅客關心的服務品質要素，即可得知需要改善之服務項目，並將其作為日後創新模式之主要依據。最後，提出鐵道觀光服務發展之建議。

With the popularity of the world under the rail tourism, rail tourism has developed as local tourism characteristics. While domestic rail operator faces competition of the high-speed railway, highway buses and other transportation, in addition to enhancing the quality of transport services is also actively promoting diversification towards rail travel leisure, to increase operating income, the development of tourism as a new opportunity for the railway. However, it is the important issue how to innovative service model rail tourism, and so that it can fully meet the needs and expectations of customers. This study investigated the quality of the service elements of railway tourism from service provider offer. Specifically, in order to develop service models that meet the needs of customers. The Kano two-dimension model is utilized as the questionnaires design to discover the service quality attributes that customers most concern about, helping the New Service Development (NSD) activate the new rail tourism service model to satisfy customers, and meanwhile acquiring the service quality attributes which need to be modified for an even more innovative service model in the future.