| 摘要: | 嘉義地區近年來積極建設各項基礎設施，推展在地深度旅遊，加上陸客團將阿里山列為必遊景點，因而近兩年內連續幾家大型飯店開幕(高橋、永悅飯店，嘉義商旅，玉山villa)，還有多家飯店仍在規劃中，觀光市場可期。但適值大環境的不景氣，油電物價飛漲，計程車費率卻凍漲，計程車司機謀生不易，計程車行規模也急速萎縮，若能將計程車與觀光結合，尋求產業轉型，並用以提升企業競爭力，為產業轉型之良機。 本研究引用平衡計分卡四大構面(財務、顧客、企業內部、學習成長)觀點，設定評估題項，採問卷調查法，發送給嘉義三大觀光客集客站正在營運的計程車司機，回收有效問卷達110份，超越嘉義市所登記的職業小客車三分之一以上。回收資料首先進行樣本資料分析，了解構面的大致樣貌，後進行各構面的信效度分析，並進行因素萃取與子構面命名。 本研究採敘述性統計、多元迴歸、獨立樣本T檢定等分析方法，以評估觀光計程車產業合作網絡的效益，受訪者認為從事觀光計程車最能提升自我的學習成長效益和吸引顧客回流，當顧客效益產生時，會自然地孕育最終的財務效益。最後，將相關結論加以彙整，轉化為企業管理策略與建議，作為提升企業競爭力或產官學界實務與學術上之參考。
It is building the infrastructure actively on Chiayi area in recent years .In order to promote local tour in depth , and mainland tourists regard Ali mountain as regular visit location . So several large hotels were building continuously in the last two years (gau-chos , yong-yue Hotel , Chiayi business travel , Yu-shan villa), there are still many hotels building in the planning . The tourism market can be expected . Due to the bad economical environment, oil and electricity raise the price , but the taxi rates still keep the same rates, the taxi driver earn a living is so hard, and therefore the size of the taxi company shrunk . If we can connected with taxi and sightseeing ,in order to seek transformation for industry and enhanced the competitiveness of enterprises , that is a good opportunity for the industrial transformation. In this study , we use the four dimensions of The Balanced Scorecard (financial, customer, enterprises internal, learning and growth) concept to design assessment question for questionnaire survey . We sent questionnaire to taxi drivers that are working from three tourists transportation stations . Then receive valid questionnaires reached 110 copy, which is more than one-third of the registered taxi amount in Chiayi city. Above all , collected data sample for data analysis , to understand the approximate appearance of dimensions . Then we analyze various aspects of reliability and validity analysis , in the cause of factor extraction and denominating the name for sub-dimension.ion. In this study, we adopt descriptive statistics , multiple regression analyze , and independent samples T-test that was used to assess the benefits of the travel taxi cooperative network. The taxi driver consider travel taxi could improve individual growth benefits and more customs.return . When the custom benefits existing , than produce the financial benefits finally . In the end , after arrange conclusion , that changed to enterprises management strategies and suggestion.In order to enhance competitiveness of enterprises ; give the practical suggestion for government , industry ; and give the reference to academic. |
