團體旅遊所安排的購物對消費者旅遊意願和團體旅遊業績之影響

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Title:	團體旅遊所安排的購物對消費者旅遊意願和團體旅遊業績之影響
Other Titles:	The impact of group shopping on customer's interest of travel and group travel performance
Authors:	楊春玉;Yang, Chun-yu
Contributors:	淡江大學管理科學研究所企業經營碩士在職專班黃國隆;Huang, Kuo-long
Keywords:	團體旅遊;購物;旅遊意願;價格;group travel;shopping;interest of travel;Price
Date:	2007
Issue Date:	2010-01-11 03:51:37 (UTC+8)
Abstract:	維持與客戶良好的互動關係，提供高滿意度的產品，使顧客有購買的意願應該是服務業不變的原理。然而，有佣金的購物似乎已經影響了消費者參加團體旅遊的意願，卻又是旅遊業者之間敏感的話題。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。經由駐台觀光單位和旅遊業者的訪談研究結果發現： (1) 購物在許多的旅遊推廣策略中是重要的活動，部份駐台觀光單位會推薦購物商店給旅行社或旅客。旅遊業者表示，因為消費者有購物的需求，所以團體旅遊行程中安排購物是反應市場的需求。 (2) 團體旅遊行程中若有安排變相的購物，則所導致之旅遊價格差異，短期內旅遊業績會上揚，但長期而言，因消費者旅遊經驗不佳，以後參加團體旅遊的意願會降低，使得前往該地的旅遊人數下滑，並且欲振乏力，團體旅遊績效因而隨之降低。 (3)旅遊業者認為，有些消費者參加團體旅遊，就是因為信任旅行社專業的安排，所以只要適當的購物安排，不會影響旅遊品質，甚至可以提高消費者之滿意度。 (4) 適當的購物安排並不會影響消費者參加團體旅遊之意願。旅行社對購物商店應該要嚴格篩選並且定期考核，對於品質的控管、價格的訂定、售後服務及顧客投訴，整個環節都應有妥善的安排，而且要有負責任的態度。根據231封有效問卷回歸分析之結果顯示，(1)適當的購物安排不會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之意願有顯著的影響，當價格降低時消費者參加團體旅遊之意願會增加。(3)女性參加團體旅遊之意願比男性高。希望透過本研究，對台灣觀光指導單位和旅遊業者面對即將開放大陸人士來台觀光的操作上，如何提供一個符合消費者滿意的旅遊產品，有參考的價值，亦可當為同是華人旅遊市場且甫開放國外觀光旅遊不久的中國大陸旅遊業者之參考。 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.
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