Tour Guide Professional Knowledge and Service Quality for Shopping Expense to Chinese Group

ASIAIR > College of Management > Department of Leisure and Recreation Management > Theses & dissertations > Item 310904400/91870

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/91870

Title:	Tour Guide Professional Knowledge and Service Quality for Shopping Expense to Chinese Group
Authors:	Ho, Mei-Chih
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	Chinese Group;Tour Guide;Professional Knowledge;ervice Quality;Shopping Expenses
Date:	2015
Issue Date:	2015-10-07
Publisher:	亞洲大學
Abstract:	Taiwan’s Tourism is in its palm days. From the Tourism Bureau of Taiwan statistics, the amount of Chinese group to Taiwan has raised up to the top one of Taiwan tourism in 2014. The total number of arrivals reached 3.98 million as much. Because of the Mainland China booming tourism market, so how to let mainland tourists expending more money while they come into Taiwan as well as make more contributions to Taiwan's economic development, it will need tour guides to lead them expending. This study is about “ Tour Guide Professional Knowledge and Service Quality for Shopping Expense to Chinese Group”. The survey tool is using questionare in Taoyuan airport or Taipei Songshan airport; or commissioned for guides, travel agents to assign the questionnaires and get back by return mail. Finally issued a total of 750 questionnaires, and a total of 444 questionnaires to eliminate invalid, the effective response rate was 59%. In this study, based on literature review, corrected by expert guides, divided the scales into three part: "Guides Professional Knowledge" scale, "Guides Service Quality" scale "The amount of Shopping Expense" as a research tool. In this thesis, it comes to the following resultions: First, the tour guide Professional Knowledge affect Chinese group shopping expenses, showing a positive effect. Second, the tour guide Service Quality is impacted from Professional Knowledge; tour guide Professional Knowledge has a significant positive relationship to its Service Quality. Third, the tour guide Service Quality affect the Chinese group shopping expenses; mainland visitors feel the quality of guide is good, the willingness shopping relatively improved, showing a positive effect. Four, different tourist background are with different effects on their shopping expends. From North and Northwest passengers shopping expenditure in Taiwan is the first one; their average amount of shopping expenditure in Taiwan is around 1001-3000 dollars (RMB) per person.
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

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