Abstract
An attention on leisure consciousness and related activities by Taiwan people also signifies an enhanced standard on service quality and demand satisfaction of tourism and leisure industry, in which a perception of customer satisfaction perceived by consumers in terms of appraisal dimension and measurement was gradually replaced by intangible accommodation experience or personalized service by service personnel from tangible hardware facilities and equipments in the past. Tourism Bureau of Republic of China has recently announced the execution of “hotel rating system” which suspended for nearly twenty, an announcement of this policy has caused considerable echoes and support to scholars from the academy and the industry and consumers with regard to hotel business, the hotel industry in Taiwan will only be able to get connected with international tourism market so as to inspire the global awareness of tourism market in Taiwan through the implementation of “hotel rating system”. The study follows the assessment standards of “star hotel rating system” promoted and implemented by Tourism Bureau, Ministry of Transportation and Communications (MOTC) in 2010, to conduct analysis in terms of SERVQUAL’s five dimensions proposed by Parasuraman, Zeithamel and Berry (1985). According to the research results, the hotel rating system in Taiwan is badly in need of an attention to the establishment and assessment of indicators in terms of “service assurance” and “service empathy” dimensions, the results also indicated that tourists make judgment based on “tangible hardware” along with “intangible service” provided by the hotels, are important determinants to enable a differentiation.
Highlights
The World Tourism Organization (WTO) has proposed the “Tourism 2020 Vision” since 1995; forecasting an up to $1.6T revenues achieved by “tourism” in 2020, where the number of visitors will be increased up to 1.62B visits worldwide, Europe (717m visits) is the primary region which attracts more number of visitors to come in 2020, followed by East Asia & Pacific regions (397m visits) and USA (282m visits), in which the tourism markets in East Asia & Pacific regions expect a 5 % annual growth, which is slightly higher than a 4.1 % annual growth of global tourist population, showing that East Asia & Pacific regions are the most potential and expandable areas of global tourism market in the future
The Tourism Bureau of Ministry of Transportation and Communications (MOTC) has recently announced that the “hotel rating system” which implemented in 1983 and suspended for nearly 20 years since 1989, this news has caused considerable echoes and support from scholars from the academy and the industry and consumers with regard to hotel business, the hotel industry in Taiwan will only be able to get connected with international tourism market through the implementation of “hotel rating system”, so as to inspire the global awareness of tourism market in Taiwan, to stimulate the tourism image of tourists coming to Taiwan and to inspire the economic output of tourism market in Taiwan and the global competitiveness
The most noted hotel rating system for the time being is the rating system used by American Automobile Association (AAA), in which the AAA began to design the standards for hotel rating system since 1977, with scope of assessment subject to USA, Canada, Mexico and Caribbean based hotels, the hotel accommodation rating by AAA is conducted once a year with contents to cover hotel appearance, room facility and equipment, public areas, clearance, management and service quality
Summary
The World Tourism Organization (WTO) has proposed the “Tourism 2020 Vision” since 1995; forecasting an up to $1.6T revenues achieved by “tourism” in 2020, where the number of visitors will be increased up to 1.62B visits worldwide, Europe (717m visits) is the primary region which attracts more number of visitors to come in 2020, followed by East Asia & Pacific regions (397m visits) and USA (282m visits), in which the tourism markets in East Asia & Pacific regions expect a 5 % annual growth, which is slightly higher than a 4.1 % annual growth of global tourist population, showing that East Asia & Pacific regions are the most potential and expandable areas of global tourism market in the future. As 2016, the global tourism industry will expect to attain a 10.9 % of world GDP, which equivalent to $8T and $971.6B, in which WTTC said that the tourism industry in Taiwan reported a decline in terms of ranking on 3 key indicators absolute economic output, relative contribution to national economy, and forecast on economic growth though it reported a trend of continuous growth in 2007. Taiwan has opened up to residents in Mainland China for tourism activities in Taiwan through off-shore islands (Kinmen county and Matse county) on July 15th 2008; expecting to get rid of a closed and passive tourism marketing manner through government’s policy deregulation formerly to further get into other countries through a manner of enthusiasm, diverse creativity and spokesperson, to develop the awareness of Taiwan in the world and to attract more potential visitors to come visit Taiwan. The Tourism Bureau of MOTC has recently announced that the “hotel rating system” which implemented in 1983 and suspended for nearly 20 years since 1989, this news has caused considerable echoes and support from scholars from the academy and the industry and consumers with regard to hotel business, the hotel industry in Taiwan will only be able to get connected with international tourism market through the implementation of “hotel rating system”, so as to inspire the global awareness of tourism market in Taiwan, to stimulate the tourism image of tourists coming to Taiwan and to inspire the economic output of tourism market in Taiwan and the global competitiveness
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