CAJ | 학술논문

通过研究解说员特质与世界遗产地服务质量之间的关系,将世界遗产旅游的内涵融入到Gronroos的顾客感知服务质量模型和心理学的大五人格理论中,并利用德尔菲法确定了世界遗产地解说员的服务质量衡量因子和解说员大五人格特质衡量因子。研究结果表明游客知觉的服务质量与解说员特质有显著的相关性,游客认为服务质量中仪表仪态、解说内容、解说态度、解说技巧、技术质量因子在一定程度上受到解说员特质的影响。研究还发展了一套遗产旅游的解说员服务质量评价指标,作为衡量遗产旅游服务质量的项目,并将游客分为两个集群：＂求知型游客＂和＂观赏型游客＂,发现不同集群游客所偏好的解说员特质不同。
통과연구해설원특질여세계유산지복무질량지간적관계,장세계유산여유적내함융입도Gronroos적고객감지복무질량모형화심이학적대오인격이론중,병이용덕이비법학정료세계유산지해설원적복무질량형량인자화해설원대오인격특질형량인자。연구결과표명유객지각적복무질량여해설원특질유현저적상관성,유객인위복무질량중의표의태、해설내용、해설태도、해설기교、기술질량인자재일정정도상수도해설원특질적영향。연구환발전료일투유산여유적해설원복무질량평개지표,작위형량유산여유복무질량적항목,병장유객분위량개집군：＂구지형유객＂화＂관상형유객＂,발현불동집군유객소편호적해설원특질불동。
A narrator plays an irreplaceable role in the world heritage site as important frontline service personnel. The narrator＇s QOS（ Quality of Service） largely represents the QOS of the World Heritage Site. However,due to the different traits of the narrators,their external behavior is different,so tourist＇s perception of QOS is different. Based on Gronroos C.A Service Quality Model and Big Five theory,taking into account the meaning and objectives of the World Heritage Tourism,the study adopts the Delphi method to determine items measuring the quality of narrator＇s service in the World Heritage Site and the five traits of a narrator. The result shows that there is significant correlation between the QOS of the tourist＇s perception and the narrator＇s traits. Tourists think some of QOS（ Quality of Service） facets,namely appearance and manner,commentary content,commentary attitude,commentary skills,and technical quality,are influenced by the traits of the narrator to some extent. The study also develops a set of indicators of QOS evaluation index,as a measure of the quality of service of heritage tourism. By dividing tourists into two clusters： the Learning Tourist and tthe Sightseeing Tourist＂,this study puts forth that different clusters of tourists have different preference for narrator＇s traits.