在政府實施週休二日制度後，國人觀光旅遊風氣日益風行，對於休閒生活的需求愈加多元化，因此，如何改善休閒遊憩區域與觀光旅遊景點的服務品質並有效利用資源為發展當務之急。本研究以劍湖山世界遊客為研究對象，探討主題樂園之服務品質，並利用品質機能展開法對劍湖山世界所提供之服務品質進行探討，進而提供主題樂園業者提升服務品質的可行方案。研究結果發現，遊客對劍湖山世界之期望服務與實際感受服務間呈現顯著差異，進一步透過結合品質機能展開模式的品質屋架構，發現主題樂園前五項重要服務品質技術，包括「人員教育訓練」、「餐飲管理」、「消費保護」、「人事管理」、「新設施的研發推出」。主題樂園業者應依優先順序執行策略，改善服務品質，方能再創主題樂園的商機榮景。In recent years, with the government’s supporting of tourism industry and the gradual popularity in leisure of Taiwanese, people have been taking advantage of two days off policy to demand more diverse activities. Therefore, it is important to improve the service quality of leisure and recreation areas. Taking Janfusun Fancy World as an example, we induct Quality Function Deployment (QFD) to understand customers’ needs and develop better service skills. We apply QFD to determine key elements of customer satisfaction, prioritize quality techniques, and discuss the strategies of the service quality improvement to satisfy tourists’ demands in Janfusun Fancy World. In this research, we study the service quality of the theme park and it shows certain gaps between expectative and actual services. After executing QFD model, we learned the top five quality scopes; they are staff education training, food and drink management, consumer protection, personnel management and promotion of new facilities development. Customer satisfaction can be enhanced by improving the five dimensions and an attractive theme park future can be expected.
