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|Other Titles: ||The effects of brand experience in staff trip on personal travel services purchasing intention|
|Authors: ||蘇建任;Su, Chien-Jen|
李月華;Lee, Yueh Hua
|Keywords: ||服務接觸;旅遊滿意度;品牌體驗;購買意願;Service Encounter;travel satisfaction;Brand experience;Purchase Intention|
|Issue Date: ||2016-01-22 14:54:07 (UTC+8)|
Taiwan tourism industry has emerged as the future star industry in Taiwan from the ordinate one, due to the improvement of national standard of living, the change of enterprise-organized tourism forms and purpose, as well as vigorous policy support from government and other favorable factors. The prospect of Taiwan tourism industry is cheerful and can be expected. However, there are more and more companies are willing to invest money and manpower to seize a place in the tourism industry for the same reason, which results to the tourism industry with an original balance between supply and demand seemingly getting into an unprecedented competition war for tourists and even talents, also causes the future crises of tourism industry for near imbalance. It is not only an answer that many entrepreneurs eager to find to how to jump off the currently competitive battlefield of tourism industry for relevant practitioners, so that they can outline their non-competition strategy again, but also a question worthy of profound exploration. The purpose of my study is to let the tourism businessmen understand newly and remake the right management direction in the future, so then promoting the new pattern of Taiwan tourism industry, through exploring the topics of "satisfaction factors for enterprise-organized tourism service ", “influence of service contact of enterprise-organized tourism on tourism brand experience”, and " influence of enterprise-organized tourism brand experience and satisfaction on internal employees’ purchase intention of personal travel”.
The research methods of my study is taking enterprise-organized tourism as a media of brand experience, to explore the impact of tourism satisfaction on the brand repurchase intention. It studies the Chunghwa Telecom Retirement Association and members of Sanchong Fruit & Vegetable Company as the objects, in the way of paper questionnaires for a convenience sampling, with the collection of total 402 copies, of which 317 are valid questionnaires, accounting for 78% of the effective samples, contributing to the validated outcome as follow:
1.Quality of tourism services has a significant impact on enterprise-organized staff tourism satisfaction.
2.Service contact of tourism has a significant impact on the brand experience.
3.Brand experience and Tourism satisfaction have a significant impact on purchase intention.
|Appears in Collections:||[企業管理學系暨研究所] 學位論文|
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