113 地方特考三等 觀光行政(選試觀光英語) 觀光英語 考古題詳解

核心觀念

本題考查行銷與服務管理的基本概念，涵蓋顧客關係管理、顧客接觸點、社會行銷觀念，以及服務的不可儲存性。作答時應以英文清楚定義名詞，並補充其目的、運作方式或服務業中的例子。

解題方法

每題可用「定義＋管理目的或特性＋例子」組成完整答案。英文解釋應直接說明概念，避免只列出同義詞；服務管理相關名詞則要點出其對顧客體驗或服務供需的影響。

(1) Customer relationship management（CRM）

參考答案： Customer relationship management (CRM) is a strategy and process for managing a company’s interactions with current and potential customers. It uses customer information and communication channels to understand customers’ needs, provide personalized service, improve satisfaction and loyalty, and build long-term profitable relationships.

CRM 不只是顧客資料庫或單一資訊系統，而是整合顧客資料、員工、流程與溝通管道的管理方式。以觀光業為例，旅行業者可依旅客過往的行程偏好提供個人化推薦，並在旅前、旅中及旅後持續服務，以提升滿意度與回訪意願。

(2) Customer touch point

參考答案： A customer touch point is any point of contact or interaction between a customer and an organization, its employees, products, services, or brand, before, during, or after a purchase. Each touch point can influence the customer’s perception and overall experience.

顧客接觸點可能是實體接觸，也可能透過數位管道發生。例如旅客查詢景點網站、向客服詢問、入住櫃檯辦理手續、使用客房服務，或收到旅後問卷，都是接觸點。管理者應檢視各接觸點的服務品質，使顧客體驗前後一致。

(3) Social marketing concept

核心觀念

本題考查中譯英的資訊重組與數字表達，重點是忠實傳達原文的比較、推估與因果關係，並正確處理旅遊統計常用字詞：

• 「人次」譯為 visits 或 traveler trips，不宜直接譯成 people，因為同一人可能多次出入境。
• 「產值逆差」可譯為 tourism spending deficit，意指臺灣旅客在海外的支出高於外國旅客在臺的支出。
• 「上看」表示預估可能達到某一數字，可用 is projected to reach。
• 「破功」在此指目標未能達成，可用 is almost certain to fall short。
• 數字換算須一致：1 兆元為 10,000 億元；7,380 億元即 0.738 兆元。

解題方法

全文可依序整理為三段：第一段比較外國旅客來臺與臺灣旅客出國的人次；第二段說明觀光署目標及全年推估；第三段以人均消費乘以人次，說明雙方支出差額。

翻譯時，先保留各組數字及其對應對象，再選用清楚的英文句型呈現比較與推估。計算關係為：

兩者相差：

參考譯文

In 2024, 4.97 million foreign visitors came to Taiwan, while as many as 11.38 million Taiwanese travelers went abroad. This resulted in a deficit of 6.41 million trips, setting a new record before the end of the year. The number of outbound trips this year is projected to reach 17.5 million, while the number of foreign visitors may be only 7.5 million. The difference between the two is as high as 10 million trips, and the resulting tourism spending deficit is NT

核心觀念

本題是英文作文，重點在於以清楚的論點與例證說明「近年臺灣人喜歡搭乘郵輪旅遊的原因」，並提出至少五項理由。題目要求 250–300 字，作答時須扣緊題旨，兼顧文章結構、文法與字數。

解題方法

可採「總述—分述—總結」架構：開頭點出郵輪旅遊日益受歡迎；正文依序說明便利性、一次造訪多個目的地、船上設施與娛樂、適合不同年齡旅客，以及行程選擇增加等理由；結尾總結郵輪旅遊的吸引力。

以下範文以英文撰寫，約 270 字，涵蓋六項理由：

參考範文

Why Taiwanese Love to Take Cruise Trips

In recent years, cruise travel has become increasingly popular among Taiwanese people. A cruise offers more than transportation from one place to another; it combines accommodation, dining, entertainment, and sightseeing in a single trip. There are several reasons why travelers find this kind of vacation so appealing.

First, cruises are convenient. Passengers unpack only once, while the ship carries them to different ports. They do not need to change hotels, arrange every transfer, or carry their luggage from city to city. This is especially attractive to families with children and older travelers.

Second, a cruise allows people to visit several destinations in one vacation. Taiwanese passengers can explore ports in Japan, South Korea, or Southeast Asia without planning a separate flight and hotel stay for each stop. Even a short trip can feel like a journey through several cultures.