The Identification Study of Critical Leisure Quality Attributes for Taiwan Tour Bus Tourism

• Main Authors: CHENG,LI-CHEN, 鄭莉臻
• Other Authors: Wei-Jaw, Deng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/25243550881088274454

碩士 === 中華大學 === 經營管理研究所 === 98 === Tourism industry becomes the vanguard service industry of Taiwan economic development during the 21st century. In recent years, Taiwan tour bus is an important travel product for promoting Taiwan tourism. However, until now no researches have provided useful information about current performance of Taiwan Tour Bus Tourism and critical leisure quality attributes. Such information is very important for improving quality of Taiwan Tour Bus Tourism. The three purposes of the study are: first, understanding the history of Taiwan tour bus and analyzing its current situation; second, developing Taiwan tour bus leisure quality scale; third, identifying the critical leisure quality attributes of Taiwan tour bus tourism. Research methods applied in research are questionnaire survey, reliability analysis, factor analysis, item-to-total analysis, revised IPA, confirmatory factor analysis and descriptive statistic. The instruments of leisure quality in our research refer study of Parasuraman et al. (1988) and numerous studies. Subsequently, focus group and pilot test are applied for producing the scale items. Using convenience sampling approach, we attain 262 effective samples. We apply the method proposed by Deng (2007) to identify the critical leisure quality attributes of Taiwan tour bus tourism. The research results shows that 5 critical leisure quality attributes need to be improved right away. These attributes are appearance of tour bus service employee is professional and neat, tour guide has a professional ability of tourism interpretation, feel safe and ease during period of tourism, travel agency and tour guide understand the individual needs of tourists, and travel agency has the best interests of tourists at heart. Finally, this study provides suggestions for 5 critical leisure quality attributes and hope can help manager of Taiwan Tour Bus Tourism to improve leisure quality.