以詮釋結構模式探討獎勵旅遊推動策略

獎勵旅遊（IT）屬於會展產業之一環，更是已開發國家之旅行業著力之重要業務，其除可於短期內有效提升旅行業之業績與獲利外，更可透過旅遊及活動規劃，為委託單位有效凝聚員工向心力、提高工作士氣及品牌知名度。由於IT在以服務業為導向之市場非常大，各旅行業大都依實務上之個別經驗執行獎勵旅遊，缺乏學理相關之策略與準則依憑，在業務執行上經常力有未逮；故本研究首先透過文獻分析及半結構式深度訪談法蒐集資料，再以Atlas.ti軟體編碼技術，獲得獎勵旅遊策略之關鍵性語彙，最後以詮釋結構模式（ISM）及集群分析分別得到獎勵屬性、團隊激勵、品牌口碑、活動規劃、專業創新、遊程規劃及經費規劃等推動策略及獎勵旅遊之專業品質、客製籌備、創新活動及教育激勵等評估準則。本研究結果可作為政府政策輔導企業及旅行業未來執行獎勵旅遊業務時之憑參。

關鍵字

獎勵旅遊；會展產業；旅行業；詮釋結構模式；集群分析

並列摘要

Incentive travel (IT) as a part of the MICE industry, is an important business of travel agencies in developed count ry. IT can not only increase the benefits of t ravel agencies, but also can help consolidate enterprise's cohesion, and enhance personal spirit , work morale, and brand awareness through incentive activity. Owing to lacks of theories of strategies and criteria for IT to comply with, the travel agencies can hardly depend on their empirical knowledge to manage IT well. In this study, a three-stage data collection and analysis was used. Firstly, literature analysis and semi -structural interview methods were applied. Secondly, the key words of strategic characteristic were coded using Atlas. ti software. Finally, the IT strategies of incentive attributes (team motivation, brand reputation, activity planning, professional innovation, itinerary planning and educational motivation), and criteria of professional quality, customized planning, innovational activity and educational motivation were analyzed by conducting Interpretive Structural Modeling ( ISM) and cluster analysis respectively. The results of this research contribute to being guidance both for academics and practice of IT.