|其他題名: ||The impact of group shopping on customer's interest of travel and group travel performance|
|作者: ||楊春玉;Yang, Chun-yu|
|關鍵詞: ||團體旅遊;購物;旅遊意願;價格;group travel;shopping;interest of travel;Price|
|上傳時間: ||2010-01-11 03:51:37 (UTC+8)|
本研究透過旅遊專家業者之訪談欲探討(1) 團體旅遊行程中安排購物是否反應市場需求，(2) 有佣金的購物安排所導致的旅遊價格差異對銷售業績的影響，(3) 團體旅遊中的購物安排是否影響旅遊品質，(4) 團體旅遊中的購物安排是否影響消費者參加團體旅遊之意願。對消費者問卷調查希望研究出(1) 團體旅遊中的購物安排是否影響消費者參加團體旅遊之意願，(2)旅遊價格對消費者參加團體旅遊意願之影響。
It is no doubt that maintaining a good interaction with client and providing high satisfaction of product are the key factors of attracting the interests of customers to purchase the products in the service industry. However, the commissioned shopping seems impact the interest of customers to participate in group travel as well as a sensitive topic within travel industry.
The purpose of this study by the interviews with specialists in travel industry is to discuss following issues herein: 1) Does it respond to the market demand when the travel agent arranges shopping activity in the group itinerary? 2) The influence of price differences by the commissioned shopping arranged in the group itinerary to the sales performance. 3) Does the shopping arrangement in the group itinerary impact travel quality? 4) Does the group shopping impact the interest of customers participating in the group travel?
The purpose of this study by the questionnaire is to know: 1) Does the group shopping impact the interest of customers participating in the group travel? 2) Does the price influence the interest of customer participating in the group travel?
Through in-depth interviews with foreign Tourism Board representatives in Taiwan and tour wholesalers, it was found that:
1). Shopping is an important activity in many of the travel promotional strategy. Some of the foreign Tourism Board representatives in Taiwan recommend shopping stores to the travel agencies and travelers. The tour wholesalers indicate that there is a demand from consumer for shopping. Therefore, the travel agent arranged shopping activity in the group itinerary is to respond to the demand from consumer market.
2). The differences in retail prices due to impropriety of commissioned shopping arranged in the group itinerary will make the sales performance an increase in the short term. However, when the customers have bad experiences in commissioned shopping, it will reduce their interest of participating in group travel. As a result, the tourist number to the travel destination will be declined and hardly to rebound. The travel sales performance will eventually decrease in the long term.
3). Tour wholesalers perceive that some of the customers participate in group travel because they trust the professional arrangement by the travel agencies. Thus, as long as the travel agencies arrange the group shopping in the itinerary appropriately, it will not impact travel quality, but to increase the customer’s satisfaction.
4). Appropriate shopping arrangement will not impact customer’s interest in participating in group travel. Yet, travel agencies should select and scheduled evaluate the shopping stores as well as control the quality of goods, ensure competitive price, provide after-service and to be responsible to reply complaints. Every segment should have well planned and organized.
According to the survey of the questionnaire, it was learnt that: 1). Appropriate shopping arrangement will not impact customer’s interest in participating in group travel. 2). Price is an important factor to the customer’s interest of participating in group travel. When the price goes down, the customer’s interest of participating in group travel will increase. 3). Female’s interest of participating in group travel is higher than Male.
I sincerely hope that this study can be a valuable reference in providing what travel product can satisfy customer to Taiwan Tourism Officials and the travel agencies who will soon face the operational issue once governments allow Chinese tourists to visit Taiwan. In the mean time, it can be the reference to the Chinese travel agencies who just started outbound travel businesses.