顧客與供應商對旅遊產品期望之比較研究－以2013高雄巨蛋國際旅展為例

A Comparative Study between Customers' and Suppliers' Expectations towards Tourism Products-Taking 2013 Kaohsiung Arena International Travel Fair for Example

陳啟明(Chi-Ming Chen) ； 陳俊中(Chun-Chung Chen) ； 王翊竹(Yi-Jhu Wang) ； 張禮揚(Li-Yang Chang) ； 蔡建強(Chien-Chiang Tsai) ； 戴昭瑛(Chao-Ying Tai)

《運動與觀光研究》 3卷2期 (2014/06) Pp. 1-16

https://doi.org/10.6198/Sports.2014.3(2).1-16

摘要

旅展是台灣重要的旅遊產品行銷管道，在旅遊產品多樣化的時代，想要了解消費者想要選購何種旅遊產品，以及業者是否提供消費者想要的產品，就必須針對顧客與廠商端對旅遊產品期望作進一步的了解。本研究以問卷方式針對2013高雄巨蛋國際旅展的潛在消費者進行調查，除了問卷調查旅遊產品潛在消費者外，本研究亦針對產品供應者－旅行社進行問卷調查，藉由消費端與產品供應端之間的調查，以瞭解消費者對產品之期望與供應端對消費者之預期及所提供之產品之間的差距，本研究的結論可以提供旅行社作為經營策略的參考資訊，以求達到消費者與業者之間對產品有一致的期望，以及旅遊品質之提升。

關鍵字

高雄旅展 ； 旅遊產品期望

並列摘要

Travel fair is an important marketing ground for tourism products in Taiwan. In the era of product diversification, to find out the taste of consumers towards tourism product selection, and to know if the suppliers provide the right products, a better understanding of product expectations from the customer and supplier sides is needed. This study conducted a questionnaire survey of potential consumers who visited 2013 Kaohsiung Arena International Travel Fair. Likewise, this survey also extended to the product suppliers-travel agencies for their views on their products. The results of this study revealed the perspectives from the consumers and the suppliers, and the expectation gap between them. The conclusions of this study could provide some valuable information to travel agencies as a reference for their managerial and strategic determinations. If the consumers and the suppliers have a consistent expectation to their tourism products, the quality of tourism can be increased, eventually.

並列關鍵字

Kaohsiung Arena International Travel Fair ； Tourism Products ； Expectation