本研究以重要程度-表現程度分析法(IPA)分析台灣銀髮族參與團體套裝旅遊(group package tour, GPT)各項服務品質屬性重視度與實際表現程度情形，經由文獻回顧及專家意見確認九構面共計二十五題項，抽樣調查共計315位銀髮族，根據研究結果發現，住宿、購物、領隊、導遊四項位於優先改善區；而交通落在優勢保持區，未來應繼續保持；行前說明會位於次要改善區；而自費活動、觀光景點、餐廳位於過度重視區。另外研究進一步比較55-64歲及65歲以上二群銀髮族之IPA結果發現，年長銀髮族(65歲以上)參加GPT之自費項目位於次要改善區，代表年長銀髮族並不重視自費且自費認為自費內容的表現度不佳。本研究理論上不僅增進銀髮族GPT與服務品質相關理論的瞭解，實務上，有益於提升銀髮旅遊市場策略管理之彈性運用。

The aim of this study is to identify the importance and performance of outbound group package tour regarding the service quality perceived by the Taiwanese seniors.After reviewing on the literature in terms of GPT service quality, we initially obtained forty items. This study then conducted item analysis, reliability test, and confirmatory factor analysis to gain the final twenty five items. We collected 315 useful samples of Taiwanese seniors by snowball sampling method. The results of IPA illustrate that hotel, shopping, tour leader and local guide sector located in the concentrate here quadrant-perceived to be important, yet perceived as being performed poorly. The transportation sector was fell into the second quadrant: keep up the good work. The finding indicated that this attribute was perceived as very important by senior tourists. Thus, the marketers should keep up the good work with regard to this attribute. The third quadrant- low priority was considered relatively less important although the actual performance is below the mean score of all the other attributes' performance. Pre-tour briefing was identified in this quadrant. Three attributes were allocated to the possible overkill quadrant. The importance of these attributes is low but their actual performance is higher than the mean score of overall performance. They were optional tour, scenic spot and restaurant and senior tourists considered them having low importance and high performance. Some useful recommendations that were drawn from our findings were proposed for consideration for implementation in travel marketing and management.