台灣旅行社中高階主管人格特質與領導型態關係之研究

The Research For The Personality Traits and Leadership style Of Management Level For Travel Agency In Taiwan

郭健松(Chien-Sung Kuo)

指導教授 ： 吳英偉

國立高雄餐旅大學/餐旅學院/旅遊管理研究所在職專班/碩士(2010年)

摘要

旅行業是屬於勞力密集的傳統產業，需要透過人來完成各項服務，因此人力資本對於旅行社來說相當重要的一環。同時旅行業也是邊際利益非常低的行業，旅行業者最大的收入來源為相關產業的佣金收入及後退款 （Overrides）（蔡憲唐、容繼業和黃榮鵬，2001）。在台灣旅行業是屬於一種進出門檻低的行業，近年來業者競相投入的結果，使得業者為了爭取客源，惡性競爭競相降價，不但侵害了旅遊品質同時也損及業者形象。
因此如何提高旅行社的專業形象，位在中高階管理階層的主管所扮演的角色就相當重要，主管的領導作為對員工有著相當大的影響，另外主管傳遞明確的訊息，讓旅行社內的成員了解，確實有助於旅行社達成目標及使命，所以中高階管理者本身的行為跟價值觀也都再再的影響旅遊業的經營與發展。
本研究的目的是要了解台灣旅行業中高階管理階層在不同的人格特質與領導型態的相互關係。以期望提供未來有志從事旅遊業及旅行社企業體作為參考依據，能讓企業永續發展。
本研究採取發放五大人格特質量表及費德勒 （Fiedler, Fred Edward） 的最不喜歡的工作夥伴量表（LPC）來衡量其人格特質與領導風格問卷方式，問卷對象為台灣北中南各地旅行社副理級以上中高階主管,透過因素分析,敘述統計及典型相關找出影響人格特質及領導型態間的特徵優先權。以了解台灣的旅行社中高階管理人格特質及領導型態互相關係。

關鍵字

旅行社 ； 人格特質 ； 領導型態

並列摘要

Tourism is a labor-intensive traditional industry that need for the "person" to complete the services, so the human capital is important part for the industry. Also, it is a very low Marginal Benefits industry, the largest source of revenue for the travel industry are the commission income and related industries after the refund (Overrides).（Tsai, H. T. ,Yung, C.Y and Huang, L., 2001）. In Taiwan, the travel industry is a kind of out of the low threshold of the industry, in recent years, businesses are rushing to the results, allowing the industry to strive for tourists, vicious competition, price cuts competing not only against the quality of travel but also damage the industry image.
The management level of the industry plays a very important role on how to improve the professional image of the travel agency, as the person who is in charge of the leadership has considerable influence on the staffs, besides, passing a clear message to the staffs within the understanding does contribute to reach the objectives and mission, therefore, the own behavior with high values for the management level has great impact on tourism management and development.
The purpose of this study is to understand the mutual relations of the different personality traits and leadership for the management level of the travel industry in Taiwan. To look forward to providing future tourism and travel companies who are interested in as a reference, making business sustainable development.
This study issued five personality sheet and Fiedler, Fred Edward- Most does not like the work of the Partnership Scale (LPC) to assess their personality and leadership style questionnaire, the questionnaire targeted at assistant manager level above on travel agencies throughout northern, central Taiwan, through factor analysis, descriptive statistics and canonical correlation to identify personality traits and leadership styles affect the characteristics between the priority in order to understand Taiwan's travel agencies in the executive management leadership style, personality and relationships.

並列關鍵字

travel ； personality ； leadership style

參考文獻

蔡憲唐、容繼業、黃榮鵬（2001）。台灣地區旅行電子商務經營策略之研究。觀光研究學報，7（1），47-66。

容繼業（1993）。旅行業理論與實務。台北：揚智文化事業股份有限公司。

張春興、楊國樞（1984）。心理學。台北市：三民。

（D. Schultz, & S. E., Schultz.）

（J. M. Burger）