建議 - 金門國家公園展示館服務行銷之研究-以金水得月樓及金水國小展示館為例

本研究之建議為金門國家公園展示館之金水國小與得月樓展示館應該強化服務品質與服務行銷組合，以提昇整體滿意度。建議如下：

一、服務品質

回應性與同理心為參觀遊客最為重視的項目，不論是對服務行銷組合或是對遊客滿意度來說，都是重要顯著的變數，因此，展示館方面應該從解說人員的訓練加以著手，包括針對遊客所反映平均分數較低的服務品質問項中，提供解決問題的能力、專業知識的訓練、強化解說流程與解說動線等相關課程內容，並應進行考核，目前雖然有新進人員的訓練，但或許應該增加受訓的時間，並且強調資深解說人員的經驗分享，以提高應變危機的能力。

尤其由參觀旅客的屬性來看，都是團體的參觀為主，因此，解說人員的導覽與團體的控制都是相當重要的，目前由於參觀旅客除了本國籍還有中國籍，因為特性不同，所以容易受到影響，也對於解說人員來說是相當大的考驗，藉由訪談得知，雖然中國團體有導遊帶隊，也可以幫助控制團體的行為，因此，建議與旅行社合作，來提高整體的服務品質滿意度。

二、服務行銷組合

服務行銷組合在於產品及內容的部份是最受到遊客好評的項目，也代表展示館的展示內容主題設定是相當受到肯定的，不過，在於流程安排則是尚有強化改進的空間，因此，在於行銷組合方面可以改進流程的安排，可經由不同的流程安排對遊客的滿意度進行測試調查加以改進。另外，雖然推廣的部份對於滿意度並無顯著的影響，但是就平均滿意度分數來說，廣告推廣的部份較弱，雖然受限政府經費，但是還是有些可以藉由合作強化展示館的宣傳方式，例如，與旅行社合作，因為旅行社是旅遊特性調查中，遊客主要資訊的來源。

三、研究限制

由於本研究僅針對金門國家公園金水國小與得月樓展示館之服務行銷進行研究，而由於金門國家公園展示館對於提升服務品質與服務行銷有許多的做法在進行中，而本研究結果只能反映於研究期間，到訪研究地點之金水國小與得月樓之遊客對於服務品質與滿意度的看法，因此，研究結果的適用性未必能延伸至其他金門國家公園展示館。

金門國家公園係為行政機關，主要目標不為利潤導向，而是能將展示館的教育等諸多功能發揮到最高，不過，目前所提出的服務行銷或是服務品質等相關文獻，多是基於以利潤為目標之企業為主體，因此，所利用之理論雖然有參考其他相關不以營利為目的之服務行銷文獻進行修正，但是是否可以適用於不以營利為目的之機關，尤其遊客對於不收門票的展示館或許在期望值的標準與要收費的展示館有不同的標準，因此，研究結果仍有探討空間。

四、未來研究建議

未來研究建議將服務品質的研究延伸至金門國家公園的其他展示館作為實證對象，以期得到持續增進提升整體服務品質與滿意度的目標。此外，

對於展示館持續進行服務品質改善的計畫亦可進行遊客滿意度之追蹤調查，以得到服務品質改善計畫的成效。

由於金門國家公園為國家所有，參觀未收取門票費用，而是否收取門票對於遊客對展示館的滿意度來說是否有所影響。根據 PZB(1988)對於滿意度的定義為期望值與實際經驗得到的差異，因此，未收取滿意度則是否會降低期望值而使與實際感受到的差距拉大，未來可進一步深入探討收費對於展示館滿意度及服務行銷的影響。

本研究主要是探討服務品質、服務行銷、遊客滿意度之關係，後續的研究可以建構不同的理論模式與構面，對於金門國家公園的展示館服務行銷進行研究。

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在文檔中金門國家公園展示館服務行銷之研究-以金水得月樓及金水國小展示館為例 (頁 90-108)