Effects of Ecotourists’ Preference to Pay Interpreter Characteristics on Service Quality Segmentation

• Main Authors: Chin-Feng Chen, 陳智峰
• Other Authors: Shih-Yen Lin Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/41328588666107484247

碩士 === 國立嘉義大學 === 休閒事業管理研究所 === 94 === One of the main objectives of ecotourism is to educate visitors to appreciate ecological fascination and protect natural resources. Ecotourism also benefits the local community economically. Therefore, a well-organized pay interpreter system contributes the local economy sufficiently. This research tries to recognize favorable characters of non-amateur interpreters to enhance better service quality of ecotourism. This study applies SERVQUAL model and the Delphi method to define the index implied in ecotourism service quality. And it corresponds Analytic Hierarchy Process (AHP) to develop an ecotourism service quality index system in Taiwan. This research applies surveys converted from the developed index to explore the connection between differentiated clusters of perceived service quality and ecotourists’ preference to interpreter characteristics. The result shows that in order to increase tourists’ satisfaction, the interpreters should adopt different service strategies depending on the variant type of tourists. The first type of tourists is named “the professional type.” Regarding to their preference, “openness” and “conscientiousness,” are the favored characters. The second type is defined as “the learning and experiencing type.” This type of tourists prefers “extraversion.” The third type is named “the enjoying type,” This type of tourist pay attention only to facilities. Moreover, it is suggested that the educational training of the interpreters should be strengthened to improve their presentation to increase customer satisfaction.