Issues and challenges of professionalism and service quality of driver tour guide in Taiwan

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Project title

Code/計畫編號

MOST107-2410-H259-037

Translated Name/計畫中文名

台灣司機導遊專業技能與服務品質之問題與挑戰

Project Coordinator/計畫主持人

Richard Ching-Yu Chang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Tourism, Leisure, and Recreation Studies, National Dong Hwa University

Website

https://www.grb.gov.tw/search/planDetail?id=12655627

Year

2018

Start date/計畫起

01-08-2018

Expected Completion/計畫迄

31-07-2019

Bugetid/研究經費

552千元

ResearchField/研究領域

管理科學

現今旅遊形式已由大眾旅遊之走馬看花形式，進入自由行之深度旅遊方式。能夠解決自由行遊客各景點間大眾運輸工具的問題，滿足其彈性且深入旅行要求的包車旅遊，開始於台灣旅遊市場蓬勃發展。而包車旅遊中最重要的司機導遊提供行程規劃建議，導覽解說服務，甚至於代為安排餐飲住宿事宜，亦即結合司機與導遊兩種服務於一身。過去文獻針對其專業度與服務品質之相關研究仍付之闕如；而且因應司機導遊發展可能發生的問題與挑戰，更是需要立即全面性的討論與檢討，尤其司機導遊在觀光發展中扮演重要角色，實在有深入探討司機導遊專業度與服務品質之必要。爰此，本研究為了能填補先前相關文獻及實務中的不足，以爬梳司機導遊工作內容角色；瞭解司機導遊應具備之專業技能與服務品質；調查司機導遊發展所面臨的重要問題與挑戰；建立確保司機導遊專業與服務品質保證機制為研究目標。本研究以質性研究方法為取向，以司機導遊與其他利害關係人為研究對象，採用深度訪談法，探討司機導遊所應具備之專業技能與服務品質以及在訓練管理機制上之問題與挑戰。相信本研究結果可以在司機導遊定義、工作內容、專業服務品質需求上，補足目前文獻之不足，貢獻理論發展。同時確保司機導遊的專業表現與服務品質，避免任何不正常的業界操作模式，提高遊客滿意度與未來重遊意願。 Instead of group package tour, the independent travel has recently become one of favorable travel modes. Chartered tour which includes a driver tour guide can solve the transportation issues and enables individual tourists to explore a destination in a more flexible and in-depth manner. A driver tour guide typically gives suggestions for travel itinerary, provides interpretations about attractions, and arranges restaurants and accommodations for tourists. In this light, driver tour guides play a vital role for individual tourists as they are not only a driver but also a tour guide. However, there is a lack of studies exploring the issues and challenges of professionalism and service quality of driver tour guide. Hence, the main objectives of this research are: (1) to identify the various roles that driver tour guides play; (2) to explore the driver tour guides’ level of professionalism and service quality; (3) to investigate the issues and challenges faced by driver tour guides in Taiwan; and (4) to develop various mechanisms in enhancing driver tour guides’ performance. This research will adopt a qualitative approach and employ in-depth interviews with driver tour guides and their stakeholders in order to explore issues and challenges of professionalism and service quality of driver tour guides in Taiwan. It is believed that the findings of this research will contribute significantly in understanding the roles driver tour guides play and the determinants of their professionalism and service quality. Such knowledge is crucial in ensuring the level of driver tour guides’ job performance, avoiding unhealthy practices, and enhancing tourists’ satisfaction and revisit intention.

Keyword(s)

包車旅遊
司機導遊
專業技能
服務品質
深度訪談
Chartered tour
driver tour guide
professionalism
service quality
in-depth interview

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Issues and challenges of professionalism and service quality of driver tour guide in Taiwan

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