旅行社承辦獎勵旅遊之個案研究

The Case Study of Incentive Tourism

章國威(Kuo-Wei Chang) ； 陳業宏(Yeh-Hung Chen)

《運動知識學報》 5期 (2008/09) Pp. 54-66

https://doi.org/10.29596/BGYY.200809.0007

摘要

企業獎勵旅遊不但有別於一般團體旅遊，且已成為企業激勵員工的主流方式之一。獎勵旅遊目前在台灣尚屬新興市場階段，相當值得旅行業者用心開發與經營。本研究以個案研究方式，針對辦理獎勵旅遊有豐富經驗的三家旅行社主管，在行銷或產品包裝設計上等項目進行深度訪談，以探究目前獎勵旅遊在國內的現況與未來發展。研究中將了解目前旅行社舉辦獎勵旅遊之現況，並探討旅行社辦理獎勵旅遊之成功關鍵因素為何。研究結果發現旅行業者在辦理獎勵旅遊峙，在口碑、人脈和品牌上的運用非常普遍，由於獎勵旅遊市場為顧客導向，因此需要完全針對顧客的需求、預算及期望來規劃設計，以滿足顧客並達到最高效益。然而台灣獎勵旅遊市場尚待開發之主要原因為：國內企業界易將獎勵旅遊和固體旅遊混淆，故旅行業者應多培養相關專業人才，努力拓展客源並建立獎勵旅遊的完整資源網路等，以期使企業界更加瞭解與重視獎勵旅遊。

關鍵字

獎勵旅遊 ； 旅行社 ； 企業

並列摘要

Industrial incentive tourism is adopted by the companies to inspire theft employee. The style of the incentive tourism is different from the common tourism. The incentive tourism is a new market and it is worth to develop and manage in Taiwan. This study conducted the differential analysis to the different tourism agencies and expected to afford some suggestions for the tourisms at the time of developing incentive tourism markets. This study found that the use of oral sale, people relationship and brand is common when they conducted the incentive tourism. The incentive markets depend on the customs so the demand, budget and design must be accepted by the customs. In Taiwan, the incentive tourism and common tourism is confused. Thus, tourism agencies must cultivate professional people to develop customs and resources for the industry. The incentive markets will progress in Taiwan by these efforts The purpose of this study is to understand the developing situations of the tourism agencies and explore the key success factors when they conducted the incentive tourism and what problems they will face in the future. This study made a deep interview to three tourism agency managers with case studies for the sale and product design.

並列關鍵字

incentive tourism ； tourism agency ； industry