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系統識別號 U0026-2506201001255200
論文名稱(中文) 探究團體套裝旅遊的重要性:層級程序分析法的應用
論文名稱(英文) Exploring the Importance for Group Package Tour: An Application of Analytic Hierarchy Process
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生(中文) 賴寬宇
研究生(英文) Kuan-Yu Lai
學號 R4697119
學位類別 碩士
語文別 英文
論文頁數 115頁
口試委員 指導教授-吳萬益
口試委員-劉佳玲
口試委員-蔡惠婷
中文關鍵字 團體套裝旅遊  層級程序分析法  滿意度  忠誠度  信任 
英文關鍵字 Group package tour (GPT)  Analytic hierarchy process (AHP)  Satisfaction  Loyalty  Trust 
學科別分類
中文摘要 在亞洲,團體套裝旅遊是出國旅遊的主要方式。在團體套裝旅遊中的交通、居住、飲食及觀光皆由旅行社所安排且通常會有一位領隊隨行,遊客必須支付一筆單一金額在出發之前。本研究將應用層級程序分析法(AHP)來瞭解,對遊客而言,在團體套裝旅遊中各部份及其細項間的相對重要性與優先性。首先,必須建構一個團體套裝旅遊的層級式架構。透過過去文獻探討及專家訪談,本研究將團體套裝旅遊拆解成四個部份,包括旅行社的服務、交通、飯店/餐廳及購物/自費行程。在四個部份下還分成10個因素與42個小項目。另外,本研究使用變異數分析與迴歸分析來探討各旅行社在團體套裝旅遊、對旅行社的滿意度、信任度及忠誠度的不同,以及這些變數之間的相關性。
根據本研究的結果,旅行社的服務是團體套裝旅遊中最重要的部份(0.375)。第二與第三重要的部份分別是飯店/餐廳(0.347)與交通(0.183)。而購物/自費行程則是重要性最低的部份(0.095)。各小項目在整體架構中的權重也會在本研究被計算出並做重要性的排名。團體套裝旅遊對遊客滿意度、遊客滿意度對信任度及遊客滿意度對信任度的影響在本研究被證實有正向且顯著地效果。這套權重可以幫助旅行社設計出讓消費者更滿意的團體套裝旅遊,並贏得消費者的忠誠度與信任來建立長期的關係。
英文摘要 In Asia, the group package tour (GPT) is the main mode of outbound travel. Group package tour is a trip planned by travel agency and paid for a single price in advance, which covers commercial transportation and accommodation, meals and sightseeing, and sometimes with an escort or guide. This research aims to apply Analytic hierarchy process to understand the importance and priority for tourists between each sector, factor, and items in GPT. First of all, it’s necessary to develop a hierarchy structure of GPT for applying AHP. Through literature review and expert interview, this research divides GPT content into four sectors, including travel agent service, transportation, hotel/restaurant, and shopping/options. Under 4 sectors, there are 10 factors and 42 items. This research also employs ANOVA and Regression to examine the difference between travel agencies on GPT content, satisfaction, trust, and loyalty toward travel agency, and the interrelations between these variables.
The results show that travel agent service is the most important sector in GPT (0.375). The second and third important sectors are Hotel/Restaurant (0.347) and Transportation (0.183). The least important sector is Shopping/Option (0.095). A set of overall weight of item also would be computed and ranked. The relations between GPT content and satisfaction, satisfaction and trust, satisfaction and loyalty are proved as significant and positive. These weights could help travel agencies designing GPT itineraries in order to satisfy consumers more, make consumers more loyal and trust, and build long term relationships with consumers.
論文目次 CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Objectives 4
1.3 Research Procedure 4
1.4 Research Framework 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Group Package Tour 7
2.1.1 Travel Agent Service 9
2.1.1.1 Pre-tour Briefing 9
2.1.1.2 Scenic-spot Arrangement 10
2.1.1.3 Tour Leader/Local Guide 10
2.1.2 Transportation 11
2.1.2.1 Airline 12
2.1.2.2 Coach 12
2.1.3 Hotel/Restaurant 13
2.1.3.1 Hotel 13
2.1.3.2 Restaurant 14
2.1.4 Shopping/Options 15
2.1.4.1 Shopping 15
2.1.4.2 Options 16
2.2 Analytic Hierarchy Process 16
2.3 Satisfaction 20
2.4 Loyalty 22
2.5 Trust 25
2.6 Hypotheses Development 26
2.6.1 Relationship between GPT Content and Tourist Satisfaction toward Travel Agency 26
2.6.2 Relationship between Tourist Satisfaction toward Travel Agency and Tourist Loyalty toward Travel Agency 27
2.6.3 Relationship between Tourist Satisfaction toward Travel Agency and Tourist Trust toward Travel Agency 28
CHAPTER THREE RESEARCH METHODOLOGY 29
3.1 Analysis Procedure 29
3.2 The AHP Structure 31
3.2.1 Travel Agent Service 33
3.2.1.1 Pre-tour Briefing 33
3.2.1.2 Scenic-spot Arrangement 34
3.2.1.3 Tour Leader/Local Guide 34
3.2.2 Transportation 35
3.2.2.1 Airline 35
3.2.2.2 Coach 36
3.2.2.3 Other Transportation 37
3.2.3 Hotel/Restaurant 37
3.2.3.1 Hotel 37
3.2.3.2 Restaurant 38
3.2.4 Shopping/Options 39
3.2.4.1 Shopping 39
3.2.4.2 Options 39
3.3 The Regression Model 40
3.4 Questionnaire Design 42
3.4.1 The AHP Questionnaire 42
3.4.2 Satisfaction 43
3.4.3 Loyalty 43
3.4.4 Trust 44
3.4.5 GPT Content 45
3.5 Sampling Plan 45
3.6 Data Analysis Procedures 46
3.6.1 The AHP 46
3.6.2 Descriptive Statistic Analysis 47
3.6.3 Purification and Reliability of the Measurement Variables 47
3.6.3.1 Factor Analysis 47
3.6.3.2 Item-to-total Correlation 48
3.6.3.3 Internal Consistency Analysis (Cronbach’s Alpha) 48
3.6.4 Multiple Regression Analysis 48
3.6.5 Analysis of Variance (ANOVA) 49
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSIONS 50
4.1 The AHP Computation 50
4.1.1 Weight Analysis on GPT 51
4.1.2 Weight Analysis on Factors and Items of Travel Agent Service Sector 52
4.1.3 Weight Analysis on Factors and Items of Transportation Sector 56
4.1.4 Weight Analysis on Factors and Items of Hotel/Restaurant Sector 60
4.1.5 Weight Analysis on Factors and Items of Shopping/Options Sector 62
4.2 Descriptive Analysis of Tourist Questionnaire 67
4.3 Factor Analysis and Reliability Tests 70
4.3.1 Satisfaction toward Travel Agency 70
4.3.2 Trust toward Travel Agency 71
4.3.3 Loyalty toward Travel Agency 72
4.4 Weighted Score Computation Process 73
4.5 Differences of Variables under Different Group Members 74
4.6 Hypotheses Testing 75
CHAPTER FIVE CONCLUSIONS AND DISCUSSIONS 79
5.1 Research Conclusions 79
5.2 Research Implications and Contributions 83
5.3 Limitations and Suggestions 85
REFERENCES 88
APPENDIX A 97
APPENDIX B 110
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