休閒產業之旅行社便利性之研究

Research on the convenience of travel agencies in the leisure industry

李尚真(Shang-Chen Lee) ； 施鴻琳(Hung-Ling Shih) ； 李世昌(Shih-Chang Lee)

《休閒事業研究》 19卷2期 (2021/06) Pp. 9-16

https://doi.org/10.6746/LIR.202106_19(2).0002

摘要

旅行社的經營需要能見度、廣度及簡便性的容易被注意與搜尋，才有機會讓更多的消費者看見比較與諮詢，另外地點便利也是非常重要的元素，消費者產生興趣後的實地訪視、實物諮詢與前往欲望，需要更具說服力，必竟是消費者花費時間與金錢的期待。本研究目的為了解旅行社之便利性的研究，並比較不同背景旅行社便利性的差異情形。研究對象為旅行社之使用者，以問卷調查採用立意抽樣蒐集，共發出問卷270份，回收有效問卷246份，有效問卷回收率為91.11%。旅行社便利性問卷的因素有五項，分別為執行便利、地點便利、時間便利、獲得便利、使用便利，旅行社便利性量表有良好的信、效度。結果發現已婚受試者較未婚受試者傾向使用便利及獲得便利；60歲以上受試者較傾向獲得便利。建議旅行社對於使用便利及獲得便利等因素加以實施和提升。

關鍵字

執行便利 ； 地點便利 ； 時間便利 ； 獲得便利 ； 使用便利

並列摘要

The operation of a travel agency requires visibility, breadth and simplicity to be easily noticed and searched, so that more consumers can see and compare and consult. In addition, the convenience of location is also a very important element. After consumers become interested, they need to have more persuasive on in-situ visits, physical consultation and desire to go. It must be consumers' expectation of spending time and money. The purpose of this research is to understand the research on the convenience of travel agencies and compare the differences in the convenience of travel agencies with different backgrounds. The subjects of the study were users of travel agencies. The questionnaires were collected by intentional sampling. A total of 270 questionnaires were sent out and 246 valid questionnaires were returned. The effective questionnaire recovery rate was 91.11%. There are five factors in the travel agency convenience questionnaire, which are convenience of execution, convenient location, convenient time, convenience of access, and convenience of use. The travel agency convenience scale has good reliability and validity. The results showed that married subjects tended to be more convenient and more convenient than unmarried subjects; subjects over 60 years old tended to be more convenient. It is recommended that travel agencies implement and improve factors such as convenience and accessibility.

並列關鍵字

convenient execution ； convenient location ； convenient time ； convenient access ； convenient use