以傳統藝術創新為定位的嘉義文創園區，初期雖然帶來許多人潮與商機，然而每況愈下，營運至今，人氣低落與預期不同。本研究以嘉義文創園區之遊客為研究對象，探討旅遊服務品質之滿意度，採取便利抽樣方式，發放問卷300份，共回收273份。應用樣本屬性分析、信度分析、獨立樣本t檢定、單因子變異數分析及績效評估矩陣等統計方法進行分析，研究結果發現在旅遊服務品質重要性層面，會因停留時間長短有顯著差異；在旅遊服務品質滿意度層面，會因不同次數、停留時間、職業、學歷有顯著差異。針對嘉義文創園區之旅遊服務品質進行績效評估，研究結果顯示待改進的項目有14項，顯示遊客對於旅遊服務品質的感受不太滿意，並據此推論嘉義文創園區為何人氣低落之主因，最後，依據本研究結果進行討論並提出具體建議，作為經營單位擬定服務品質改善策略之參考。 The Chiayi Creative Park, which is oriented towards traditional art innovation, has brought many visitors and business opportunities in the early days. However, the situa-tion has been from bad to worse since the operation begins, and the popularity is different from expectations. This study takes tourists from the Chiayi Creative Park as the re-search object, discusses the satisfaction with the quality of tourism services, and adopts a convenient sampling method to issue 300 questionnaires and retrieve a total of 273 copies. Statistical analysis uses sample attribute analysis, reliability analysis, independent sample t-test, single-factor variance analysis and performance evaluation matrix. The research results show that there is a significant difference in the quality of tourism services due to the length of staying time. In the satisfaction level on tourism service quality, there are significant differences in different times, stay time, occupation, and education. The research results on performance evaluation of the tourism service quality in Chiayi Cre-ative Park show that there are 14 items to be improved. It also shows that tourists are less sensitive to the quality of tourism services, which is inferred as the main reason for the low popularity of Chiayi Creative Park. Finally, based on the results of this study, we will discuss and make specific recommendations as a reference for the business unit to develop a strategy to service quality improvement.
