The relationship of tourism attraction and service quality to customer satisfaction– An Example of the National Taiwan Craft Research and Development Center

• Main Authors: Wen-Chang Yu, 游文章
• Other Authors: Pin-Chyuan Hwang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/v8d9av

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 102 === In recent years, the government has placed a great effort on service quality and it already became the leading industry within the country. With the two-day weekend policy in Taiwan, people have a wide variety of expenditure patterns which will promote local travel business development. Therefore, to increase the service quality, making improvement of consumers’ satisfaction with their needs become the most important topic for all the culture Park enterprises in Taiwan. Since 2008 years, the government made a development plan of six industries by Council for Economic Planning and Development. The purpose wasn’t developing a strategy plan of action for saving energy and carbon reducing, aging population also enhances the opportunities and creativity of culture industry. The government selected those six big industries and put strong effort on integrating all the resources from re-branding, expanding industry scale also diversifying the traveling products and upgrade output and the increase additional value. This study focused on National Taiwan craft cultural tourist attractions of park visitors, service quality and tourists ' satisfaction and loyalty. This study adopted the “Q&A survey method", based on the visitors of “National Taiwan Craft Research and Development Institute” in Tsaotun, Nantou, Taiwan. There were 491 questionnaires had been collected of total 500, excepted invalid questionnaire of 15, effective questionnaires was 476 with effective response rate 95.2% Results demonstrate that tourist attractions and quality of service are positively related to satisfaction and loyalty. Based on my research，I strongly recommend that local government should combines nearby scenic spots and plan a series of local sightseeing tours which will increase tourist attraction.