서비스 品質이 觀光客 認識에 미치는 영향

Abstract

Under the affection of various factors, there would be some expectations about the tourism services by tourists before they purchase the services. The comparison of these expectations and the services each customer received in practice lead to dissatisfaction and complains by tourists. Complaining behavior is a kind of denial to the individual product or service which was offered by some company or other kinds of entities (government, local organizations of consumers). Therefore, this study analyzed the quality of tourism service, satisfaction and complaining behavior of Chinese tourists, and the quality of post-processing of the complaints based on the evaluation by empirical analysis of behavioral intention for tourists to post complaints. The purpose of this study was to investigate the complaining behavior, tourism service quality, satisfaction of Chinese tourists and effects of post-processing of the complaints, which were based on the behavior and intention of complaint regarding the visit of Jeju Island hotels, attractions, restaurants and public transportations within the city. Apart from the Complaining behavior and intentions according to the post-impact behavior, the personal characteristics, tourist types, social, cultural, economic, environmental action, the type of complaints of the tourists were also investigated. In this thesis, some of the problems regarding quality of tourism services in Jeju were pointed out and scenarios to improve the pointed out problems were proposed, this would be helpful for the tourists who will visit Jeju in the future. For the empirical study, questionnaire survey was conducted at Jeju International Airport from 25 March to April 8, 2011. Totally 300 questionnaires were distributed to Chinese tourists who visited Jeju and 268 questionnaires were used for the analysis. As for the analysis methods of this study, frequency analysis, factor analysis, T-test, cluster analysis, discrimination analysis, correlation analysis and regression analysis were performed for the statistic analysis by using SPSS 12.0. The major findings of this study can be summarized as follows: By Hypothesis 1, it was mainly about complaining behavior analysis. It was found that transportation had a significant effect to complaining behavior, besides this, restaurant and hotel staffs constituted the majority of being complained by tourists. In other words, excepted for the complaint about the restaurants, the transportation had the greatest impact on the complaining behavior of tourists. By Hypothesis 2, it was found out that negative complaining behavior had a significant impact on the post-processing. In other words, compared to other kinds of complaining behavior, the post-processing depends up on the negative complaining behaviors. By Hypothesis 3, we found that hotels, restaurants, transportations which involved in the tourism had a significant impact on the post- processing of complaints. By Hypothesis 4, it was found that, to a great extent, the quality of tourism services depend upon the tourists' marital status, age, household income, visiting times and duration of stay. By Hypothesis 5, we found that complaining behavior was affected by several factors of the tourist, including sex, marital status, visiting times, duration of stay after the tour and so on, in which household monthly income and age had the greatest impact on complaining behavior. By Hypothesis 6, it was found that the tourists' marital status, age, household income, visiting times and duration of stay had a significant effect on the post- processing of complaints. As to the limitation of this study, the research area of tourism needs more academic and empirical study. The future study will include the limitations which were pointed out in this thesis and the details related to the proposed problems. Also, since complaining behavior is involved with kinds of psychology factors, the particular psychology analysis is needed in the further studies.